Reflections on Marketing, Business and Life

How I Cured Bumblefoot Without Surgery

2016-05-25T18:27:00.002-07:00

Let me preface this by saying that I bring my own peculiar personality quirks to this article and they are these:

1. I am very fond of my chickens, even if I do expect them to be productive egg-layers.

2. I tend to be a pragmatist—that is I tend to go with what works and am willing to try things with this criteria—might it work? What does it cost? What are the side effects?

3. I am blood-and-guts averse.

4. I have raised goats for something approaching forty years.

5. What follows is reporting, not prescribing.

So, when I had a chicken with bumblefoot, and all the literature I could find said surgery is the only solution….well, given the above, I started looking around for a better solution for my chicken.

Bumblefoot is a foot infection that can cripple and kill. Everything suggested that the bacteria responsible is Staph aureus. Nasty little bugger. It is the culprit in MRSA hospital infections, those resistant infections for which almost no antibiotic works. I had personal experience with one after a hip replacement. Doctors had me on various antibiotics for months and months with no improvement. I was pretty sure unrelenting antibiotics that were not working were not a good thing for me, neither short nor long term.

On a parallel track…Milking goats (and cows) occasionally get mastitis, an infection inside their udders. If the infection presents with internal lumps, it is caused by Staph aureus—same bacteria--and there is a medication specific for that problem in milk cows and goats. The medication is ‘Today’ or ‘Tomorrow’ brand mastitis infusion—one for milking animals and one for non-milking (dry) animals. When I finally gave up on human medicine for my own medical problem, I used one of these mastitis treatments topically on my own MRSA infection and it was gone in a matter of days.

Facts at my farm: I am not a chicken surgeon and the prospect for a huge veterinarian’s bill doesn’t cut it.

In the spirit of experimentation and necessity being the mother of invention, I began squirting some of this medication all over the foot of my affected chicken. It comes in a large syringe type applicator in an oil base (that clings well) and is easy to just bathe the chicken’s foot when she is on the roost—both night and morning. That precluded extra handling and especially at night, she was standing in it all night long.

I wish now that I had kept records of how long I applied the Today. But I applied it night and morning until I could see a lot of improvement. I think it was for about two weeks. In hind sight, that was not long enough. In a while (sorry, don’t remember what that ‘while’ was) bumblefoot returned. I began the treatment the second time and continued it long after her foot appeared well. The second time cured it permanently. Her foot had a little residual deformity but she was well, happily foraging and productive.

The mastitis treatment, Today (or Tomorrow) is used on food animals. The milk withdrawal time after four treatments is 96 hours (four days). Using an antibiotic off label is totally experimental but I had nothing to lose. I did not use her eggs for a couple months after this treatment.

If I ever have to do this treatment again, I would make one simple change. The medication is not cheap and could have been extended considerably I think. I would dump it into a small jar and apply with a brush next time. She was not excited about having something squirted on her foot and quite a bit was wasted by the squirting method. Other than that, I’ll be forever glad I didn’t have to try the surgery route.

Happy New Year and a Reminder

2016-01-15T06:40:00.000-08:00

Blogging a little more often in on my list of new year's resolutions! Meanwhile I ran across something today that bears some attention from those of us in rural America with animals or farm products to sell. Marketing is still the most under-addressed "leg" of any small business. So here's a story you need to hear.

"Coat Story Goes Viral" link found here:

http://www.newser.com/story/219007/coat-story-goes-viral-after-unheard-of-customer-service.html

The gist of the story is that a woman wanted to return a coat to the company Zulily, fully expecting the usual runaround. Instead they credited her account immediately and told her not to return the coat but to donate it to someone in need.

The important point for you and me, is that her report on facebook about this extraordinary customer service has been shared 50,000 times. How many of those 50,000 shares do you suppose will eventually be Zulily customers? Possibly 50%? Maybe only 25%? Anyway we can guess, it's a lot of new customers for them for a very minor investment of the price of one coat.

For those of you who have attended any of my workshops, you know I have an entire hour of the day devoted to "over the top" customer service. It's one way to get word of mouth advertising that is priceless. Oh, and by the way, it feels good both to you and to customers. In a world that needs more feel-good stuff.

Good marketing is really about serving your customers. Take a look at your farm/company policies. What is your own return policy? Many years ago I instituted a "30 days, any reason" return policy for all my books. Now, I know they're pretty readable and helpful books, but I had qualms when it began. There was some fear that people would read them then return a used book to me. I'm happy to report that the only return has been from a prison inmate--actually the prison. They felt the bindings (spiral wire) were problematic.

What is your policy on mentoring? What is your response when someone loses an animal? What do you do when a customer is not happy for some reason? Think it through and plan how you can really be of service to your customers. When the extraordinary happens--even when the ordinary happens, how are you and your business going to be extraordinary?

Take a look at areas where you can go above and beyond the expected, and shine in a world that needs light and businesses that forget the humans for the bottom line.

There are still a few hard copies of the first two of my marketing books and a few of the goat book found at http://beyondthesidewalk.com. My company will be going to all ebooks this year.

And let me wish you all a grand year of joy and satisfaction!

Marketing Your Services

2015-03-19T08:27:00.000-07:00

Your headline catches or loses your potential customers. You do that by who you're talking about in your headline. Talk about yourself and your thing, customers say, "ho hum." Talk about the customer and what's in it for him and he perks right up and pays attention. So a brief post today with some examples of headlines for services that put the customer first, as promised in last post. Note that I'm just using one possible benefit to the customer for each of these examples. There are, no doubt, many more that could be important. Know who you are targeting as customers. Remember that headlines can also have a sub-headline that iterates the idea a bit more.

1. Connie offers custom rug weaving from fibered rug yarn.

Get a Foot-Friendly, Hand-Crafted Rug From Your Own Yarn!
Let Connie's Custom Rug Weaving Create Your Heirloom Rug

2. Kathy provides riding therapy to children with disabilities

Your Special Child Blossoms Physically and Socially by Riding a Therapy Horse

3. James teaches a class on bookkeeping for farmers

Easy Strategies to Keep the Numbers Straight for Your Farm

4. John offers hoof trimming for the goat and sheep farmers in his state.

Save Your Back and the Feet of your Sheep and Goats
Keep them walking tall when John does your hoof trimming

5. Christie (and Company) offer farm sitting and help with farm projects

Peace of Mind When You Can't be There
Whether it's your vacation or an emergency, we ensure the farm is safe while you're gone

Another Friday Market, Ho Hum!

2015-02-22T11:39:00.000-08:00

And like so many other times, I saw some pretty boring headline

Your headline—whether on a Friday Market on an email list, in a newspaper or program, on your flyers, or any other place you advertise—is your one and only opportunity to get a potential customer intrigued and curious and interested!

BUT--The only thing your potential customer cares about is how his life gets better. He doesn't care about you, your stuff or what you think or what you want. He's only interested in himself.

When you learn this one big thing about marketing you will have mastered the trick to getting people interested in what you’re selling.

I could write (actually I have written) at length about this principle of marketing. It’s the biggie. It’s all about the customer and how he feels, what he thinks, what he wants, what’s going to make his life better in some way. It’s putting the customer first and getting out of your own head (barn, workshop, wants and needs). Why do you suppose that every religion that ever was, has some version of the golden rule? Because it’s hard for people to put others first. We tend toward ego centric thinking. Good marketing starts when you go beyond your own self and touch the customer’s self interest.

How? Start with this VERY BIG question: Who am I talking about? If you’re talking about yourself and your stuff, you’re not putting the customer first. Animal, vegetable or mineral….listen up!

I know, your stuff is so cool! The customer doesn’t care.
You really need to sell this thing (animal, vegetable or mineral—or a service). The customer doesn’t care.
You’re so proud of your product, service or experience. The customer doesn’t care.

Are you getting the idea? He really just cares about his own life and stuff.

Let’s take an example of a service, since I don’t talk about services very often.

Suppose you have a service for sale. You have umpteen certifications. You are reasonably priced. Your client list reads like a who’s who. You’ve provided this service for umpteen years. You teach people (or reach, or coach or do something they don’t want to do for themselves). All those things are features. They are the facts –ABOUT YOU!

What does all that do for the customer? How does that stuff make a customer feel better, have an easier time, improve his chances of getting the feelings he wants?

"Easier in some way" is one of the best marketing phrases. Simpler life or happier life, or self esteem or better relationships, or peace of mind or confidence or ????? Depending on your service, what does the customer end up with that’s about his psychology—how he feels. Because feelings sell. Features don’t. If you’re farm sitting, you’re actually providing peace of mind. If you’re doing some sort of evaluation, you’re giving them tools for improving something which could be pride or confidence or happiness or.... If you coach or council in some capacity, you make them feel more confident about some aspect of their life.

There are tons of possibilities here. Do you offer a service? Want some ideas? Send me an email about your service and I will use it as an example in my next blog post!

Touch people’s hearts in some way and they’re yours. That’s what a headline can do for you.

Here's a service I offer: Another blog I write is called "Minding the Middle Aged Middle and More". I'm actively seeking readers. Here's my headline and the first few lines of my ad.

"If You Just Want to Feel a Little Better or You're Confused by 'A Healthy Diet'..."

Join us at "Minding The Middle Aged Middle and More" blog to cut through the hooey and malarkey of what really makes a difference in how you feel and how you age--perhaps even what eventually kills you.

Blog located here: http://www.mindingthemiddleagedmiddle.blogspot.com/
And if you want the posts in your inbox, send a blank email to
mindingthemiddleagedmiddleandmore-subscribe@yahoogroups.com

Fonts Can Speak Louder Than Words

2015-01-14T16:27:00.000-08:00

I am borrowing much of the information in today’s topic from Chris Gayomali from TheWeek.com, and I’m translating what he had to say about fonts for my own readers—rural entrepreneurs.

So to start, ask yourself if it surprises you that the fonts you use in your marketing messages make a difference. The evidence is pretty clear. The font can literally speak louder than the words you write, primarily because words are processed by your intellect while the story the font tells is processed by emotions. Brain stuff gets conscious attention. Emotional stuff gets processed below awareness.

"Typography is one ingredient in a pretty complicated presentation," Cyrus Highsmith, a typeface designer and author of the book Inside Paragraphs, said. "Typography is the detail and the presentation of a story. It represents the voice of an atmosphere, or historical setting of some kind. It can do a lot of things."

The fonts you use are very important to the way your reader processes information. Words hold power. But the artistic way those words are presented affects the way they are read, and the way they think about the information you’re presenting.

Let me give you some illustrations of the importance of using the right font for the job you want it to do.

Last summer, European Organization for Nuclear Research, (CERN) was announcing their discovery of the Higgs Boson or sometimes called the God Particle. In some of their materials they used a font called Comic Sans Ms.

A sentence in Comic Sans Ms looks like this. (if this translates, otherwise type it on your own computer in comic sans ms.)

As you can see, even from the name, this is not a serious font, and in fact it’s a light hearted—even frivolous font. CERN got some unwelcome response for presenting science-shaking information in a font of whimsy and fun. They were ridiculed.

What happens when you use a font that’s at odds with the tone of what you’re trying to say?

Readers end up feeling “funny” about what you have to say. We call that feeling, cognitive dissonance. It means there’s stuff going on that doesn’t match. It’s like the feeling you get when someone you know is really disgusted with you but says, “I love you.” You just know the feeling and the words don’t match.

That’s not a feeling you want in your potential customers. The point of what you’re writing is to get them excited about your product or your animal or even your service. If it’s a fun and light-hearted product, choose a font that has a light-hearted emotional tone. You set the stage. If you are marketing something serious, then a font with gravitas is what you need. There is a section in Chapter Nine of my Book “Marketing Farm Products” that talks about fonts. Color is important for the same reasons. Colors, too have emotion.

Put some effort into making your marketing materials hold together in subject and emotion so the message really gets through to your potential customers!

And if you think you might like a webinar on marketing in March, but haven’t let me know, do it today!

Order "Marketing Farm Products" at http://beyondthesidewalk.com/marketing_farm_products.shtml

before the end of the day January 15, and I’ll refund the postage!

A Little Trick To Get People Reading Your Ads

2015-01-11T08:29:00.001-08:00

Good Morning and Good Marketing to you all!

If you've been reading my marketing blog at all, you know I tend to harp about headlines. They matter because your headline either catches or loses the customer's attention. So, have a good headline!

But...what about the rest of your ad? How interesting is it? Copywriting is the art of intriguing the reader and there are tried and true rules for that. See old blog articles or any of my books for more about copywriting.

One of the world's oldest and surest ways to catch attention is by story telling. From the dawn of man's history, stories hook us and enthrall us and make us pay attention. What if you tried inserting a little story into your ad? Not a shaggy dog story. A short little vignette about the animal you're selling, or the production of the craft, or the events of the growing of what you're selling. Tell a little story in there while you're also talking about why your "thing" makes them feel better or be better in some way.

Be consistent in all your ads and readers will start to look forward to your ads instead of rushing to delete, turn the page or turn their heads. You are the architect of their dreams, you know. Good ads sell because they touch the hearts of buyers--and a little story in there will help!

Here's an ad example: Suppose I have an adult animal for sale and the thing I think is most important about her is that she's a very good mother.

Famous Farm Babs Makes kidding (calving, lambing, etc....) a Breeze

Not only will she produce marketable babies for your own farm, but she'll make your life easier, too! With her excellent conformation, (milking ability, feed to meat ratio, low micron fiber, etc) her babies are always in demand.

But let me tell about how she made life easier here. Birthing season was upon us and Babs was so close. We had a storm that night and in the dark and wind Babs disappeared. I was frantic but couldn't find her even with the whole family looking with flashlights. Fearing the worst, we started looking in the early dawn. Babs greeted us loudly when we found her--a gate had blown closed penning her out in the wilds. There she was with dry and fed babies! Did it all on her own and somehow managed to protect the babies from the storm to boot!

If you'd like that kind of mothering genetics in your own herd, Call me or email for more information!

Make your ads worth reading!

And for those interested in a webinar on marketing--email me at winslowellie@yahoo.com Shooting for March, a seminar of five classes to get you to marketing Maven status!!!

The Second Most Common Marketing Mistake

2013-12-23T05:53:00.003-08:00

Any ad you put on Fri market on a list, on a flyer, on a bulletin board, on craigslist—or anywhere else--can make you lots more income if it avoids the two biggest and most common mistakes.

Last blog I talked about headlines. That’s the place of biggest blunders. Re-read that article to create headlines that actually get attention and tempt people to read further. Reminder: Write it, then ask yourself, “Who is this about? Me or the Customer?”

Whew, ok, you avoided the first biggest mistake and wrote a headline that works!

Second biggest mistake is too many (and too big) words.

Writing for marketing (copywriting) is different than any other kind of writing. The reason is that no one has to read what you write for advertising. Let me restate that because it’s the foundation of how to execute good copywriting!

No one is FORCED to read your ad.

Not like in school where you had assignments you had to read. Not like at work where you have to read memos or reports. Not like voter information booklets where you want to know what you’re voting on. Not like research where you’re looking for information. Advertising is not something anyone in his right mind says, “I want to read all these ads.”

The upshot of that is you must make it fun, interesting, surprising, or relevant—but mostly EASY to read. Or they won’t.

If it’s hard to read, you lose them. And too many words make it hard to read! Sentences need to be simple and direct—subject, verb, and object, not a lot of irrelevant words. This is one of the hardest things for people to “get.” It seems like more words ought to make it clearer and more important. They do not! More words make it harder to read and dilute your message.

Let me give you an extreme example:

“Insofar as manifestations of functional deficiencies are agreed by any and all concerned parties to be imperceptible and are so stipulated, it is incumbent
upon said heretofore mentioned parties to exercise the deferment of otherwise pertinent maintenance procedures."

In other words, "If it ain't broke, don't fix it."

Ok, that’s an extreme example. But I watch farmers and crafters writing copy that does essentially the same thing—it wanders, uses too many words and uses big words where a simple one would do. In many places that kind of wordiness is allowed or even encouraged. Legal, scientific and law enforcement writing come to mind.

But this is copywriting and it needs to be simple and easy to read—about 5^th grade level. Not that you’re talking to 5^th graders, but the easier it is to read, the more likely they will read it and get your message.

Distill every sentence down to the “meat” of what you’re trying to get across. Find little words, not big ones, get rid of ones that are not absolutely necessary.

Understand that the brighter you are, the more you know, the bigger your vocabulary, the more tendency you have to use too many words and bigger ones. It’s human. It takes conscious editing to make things simple and easy to read.

Here’s another example, extreme, about libraries:

Libraries are a prime example of the epitome in intellectual investigation. They invite individuals to extravagant flights of fancy and exploration. They are tailor made to entice the niche specialist and the generalist, both, to delve into realms unexplored as well as conducive to the entertainment of the simple, the young and the intellectual. Not very clear, not very concise

Here’s what it’s really saying, “Libraries appeal to people in all walks of life and with many purposes.” Even more distilled would be, “Libraries are for everyone!”

Now let me give you some examples from Friday market list ads. I am just picking ads or parts of ads that are too wordy for examples. As I go along, notice, too, where these examples show seller focus on himself not on the customer, but my focus today is the wordiness. This one for an alpaca:

“_____and her mother were purchased by us to use in our breeding program (pregnant mother with female cria at side ). I am not disappointed in the quality of either of these girls. Both girls came from ____ genetics. She has _______ ($2500.00 stud fee), _______ (deceased), and ______ ($5000.00 stud fee), ______in her close genetics. Her mother has been bred to _______ for a 2014 cria and is in my foundation herd and not for sale. She has a gray muzzle and ears and would be considered a "GRAY FAWN" like her mother who has produced 3 gray cria bred to gray males! She is very fine fleeced, dense and even color. She comes with a LIFETIME of free breedings to any herd sires owned or co-owned by us.” 131 words

This paragraph could be edited considerably without destroying the essence of the information:

“Here’s show winning fleece--microns, density and color--in one dynamite package with guaranteed 2014 breeding to a 10x COLOR CHAMPION. You also get free breedings to any of our sires for her lifetime. Grey fawn with heavy genetics for desirable grey offspring, and championship genetics throughout her pedigree.” 49 words, and I could probably edit out a few more if I looked at it again later.

Here’s one for a goat. Note how hard it is to read:

Sable Buck For Sale

A Christmas gift for the one on your list that is hard to buy for???? Offering for sale a two year old purebred sable buck. Proven breeder. CAE tested (WSU) negative 1-13. LA 2-04 86 (VV+). _________, adga genetics ___________. I am only selling him because I need to trim down the buck herd and I used him heavily this year. He is also AGS registered. Located in central Missouri. $450 or best offer. Transportation within reasonable distance for gas reimbursement. View his photo on my website. (91 words)

Here’s how I’d edit and rewrite:

Solve the gift dilemma for your Sable-loving Special Someone

Give this top genetics two year old buck! Outstanding enough that we’ve used him on everyone here! You can have confidence in him with:

o LA score

o CAE Negative

o Transportation available from MO

o Reg #

Farm website for photos _______________________(55 words)

The art of writing copy is a skill you CAN learn. Go ahead and write your ad. Then leave it for a few days. Now, come back and look at what’s about you, what words are not necessary, what words are too big (pompous) and how you can edit to make it lots shorter and sweeter--but always about what the customer gets, not about you!

My Christmas gift to any one on this list, between now and the end of the year, send me your already edited short classified ad and let me see if I can edit it even more. Sometimes seeing more editing helps you learn how! Merry Christmas!

Three Reasons why listing What You Have For Sale is a BAD Headline

2013-12-18T05:24:00.000-08:00

1. It’s a boring headline with no pizzazz

Nubian buckling for sale—ho hum

Herd reduction—hmmm, (customer thinks) “I wonder about their management”

Special calendars—why would he think they are special?

We have extra ________ for sale—it’s all about you and he doesn’t care about you!

2. Lots of rural businesses have the same product or animal for sale.

How are you going to stand out when every livestock breeder has extra males for sale. A male had better have something very special about him to even be worth mentioning. Unless they have exceptional genetics. And if they are worth mentioneing, why are you not talking about what those exceptional genetics could do for a customer? Because he’s saying, “I should care why???? “

Whatever your product, the headline needs to make it plain why yours is just the one they need—and it does not happen unless you can excite that customer with your headline—your only chance at a first impression.

3. Listing what you have for sale might get the attention of the guy who is actively looking for your thing, but a better headline might remind a bunch of people that they really do need your product, they just were not thinking about it today.

One of my favorite examples that I’ve used in my marketing seminar is this:

“We are starting our fall semen collection trip.”

· Who is that headline about? (answer, not the customer)

· Who cares about it? Maybe one or two people who know they want their animal collected.

· How to fix that headline? “Safeguard your valuable genetics this fall with our semen collection service.”

Now there are potentially dozens of folks with a really fine buck (pig, horse, dog, or other collectable animal) who is getting up there in age. They’ve seen dynamite offspring and realize the breeding years for the really good ones are limited. Your headline has reminded them that his contribution is at risk and getting him collected will give them peace of mind. The second headline is about what the customer gets, not about the seller of the service.

A good headline gets attention, speaks to the customer’s self interest. See if you can write a headline about your for-sale thing that does that.

Always ask yourself this question about your headline. “Who is this about?”

If it’s about your stuff or about your farm or about you, you’re missing a chance to connect with your customers.

How to Fall in Love With Your Customers

2013-12-12T01:48:00.002-08:00

In articles to come I will talk more (as I have before) about ways you can more effectively get customers to your farm (or store or website). Those are some of the nuts and bolts of marketing that you can learn and get better at, like headlines and copywriting skills.

But, falling in love with that customer standing in front of you is how you help them get the feelings they long for with a new purchase. See, they don't really come to you wanting your ________________(animal, service, product). They want to feel a certain way when they own it. That's a big difference. And when you tune in to that difference, your business thrives and everyone wins!

No one is immune to love. Let's define it in this context. When you love your customer, you tune in to his heart and psyche. You care about his results. You see into his 'soul' for the things that positively touch his life. You put his needs first. You like him. You "get" him. You are on his page, not your own.

"Wow,: I hear you thinking..."That's a big order!" Maybe not so big as it looks from the outside.

Before that customer shows up (or gets on the phone) you need to check your own attitudes. You may have very strong opinions and beliefs about politics or religion or raising children or diet or any number of other things, but for the time you're dealing with customers, tuck those attitudes in a closet somewhere in your own head and remember they have no place in your dealing with customers. (Maybe later in some cases, but not now.) If you can do that, it gets you far away from any judgmental superiority. 'Judge not lest you be judged' was very sound advice long ago and it holds today.

Now let me give you three actions that make you fall in love with your customer. And co-incidentally, make him fall in love with you!

1. Actively look for things that you like about this person. Find one or two right away. These can be physical or psychological things. You are looking for something you can compliment him on. Doesn't have to be a biggie, either.

"I love the way the sun catches your hair color today."

"You have the loveliest smile."

"Isn't that about the cutest two year old I've ever seen."

"It's so gratifying to me when people come prepared for the mud."

"I really appreciate your promptness."

"Your vocabulary on conformation is impressive."

"It's so great that you already did your homework about ____________."

"Love your bumper sticker!"

Two things happen when you give someone a compliment. The first is in you. You will always get more of what you're focused on. If you are focused on what's good about this person, you are more drawn to him and will find more to like. But second is that people always respond positively to compliments (ie to you and by extension, your stuff or your service). And by the way, this works on children, mates, co-workers and staff, too.

2. Look them in the eye! Making eye contact is super important. Again, it is two fold--both in you and in the customer. For you, first. The eyes are the window to the soul--that might be a cliché--but it's true anyway. You can see how they are feeling, how they are responding, if you need to do something different, if they are excited, or even serious or not. You can "read" people when you look into their eyes. And in the customer, when you make eye contact, they feel important to you, that you care. Not making eye contact sends the message that you're evasive and you don't find them important. What does a picture of two people gazing into each others' eyes convey? Love.

For phone conversations you get the effect of eye contact from listening very carefully and sometimes paraphrasing what they've just said to see if you got it right. In other words, paying very close attention.

For some people it's an easy thing to look people in the eye. But if you are particularly shy and find it hard, think about it this way. Whatever you initially feel about 'intruding' they are also initially feeling. Sometimes it just helps to know you're not alone in that discomfort. And practice on someone who's sympathetic to your shyness first! Then realize that there are benefits to you both to overcome that shyness.

3. Ask open-ended questions--and listen to their answers. Given half a chance, customers will tell you exactly how to fulfill their dreams and longings. If you ask questions with one or two word answers, they can't. The questions need to be ones that get them talking in long paragraphs.

Not "Do you want milk or meat from your goats?"

But, "Tell me about the goals for your own goat farm." (notice it's not even technically a question.)

Not, "What kind of alpaca are you looking for?"

But, "What are you looking to accomplish with your alpaca herd?"

Not, "Is the horse difficult for you?"

But, "How is the horse difficult for you?"

As easy way to remember this action step is to start with the words, "Tell me how..." or "Tell me about..." or "What do you want to see...?" Then listen very carefully to what they say. Within their answers is the information that tells you how to serve them impeccably--a win/win for everyone concerned. And by the way, people love those who care enough about them to listen to their dreams. They will love you right back!

Falling in love with your customer is easy when you know how! And you both will be happy with the results.

I have a recommendation for you...

2013-12-07T16:08:00.000-08:00

It has been a while since I have blogged. In spite of the best intentions, putting my farm and home together has taken all my time and attention. Little energy has been left over for writing. Maybe I will do better in the coming year, for the hardest part is behind me.

So today, as we approach a very special time of year, I am pleased to touch base again.

Marketing has a bad rap. It's too bad, because real marketing, the kind that touches people's hearts and makes their life better, is a different animal all together. Good marketing is just the most incredible service to customers. It serves them.

And today, I saw a TED talk that talks about some things related to marketing from a little different perspective. I think it's important to come at a subject from many angles. If you've been a reader here very long, you've heard me talk about reaching customers at a heart level. They don't care about you, or your stuff, they only care about feeling better in some way. And when you talk to them about how it happens with your farm or product or animal, they not only listen, but they want to buy from you.

So I commend this TED talk to you today. See if you can see why I think it's one of the best marketing videos of all time even though that's not really his subject! Worth the 18 minutes of your time! "How Great Leaders Inspire Action: The power of purpose"
http://www.huffingtonpost.com/tedtalks/simon-sinek_b_4394863.html

I would like to hear from you. Tell me how your businesses are going, where you need help, how can I talk to you in ways that will help you serve your own customers?

Best wishes,
Ellie

Examples of Edited Ads, Headlines etc.

2013-06-28T09:35:00.001-07:00

Below are some advertising items sent by some of my readers. I've selected from several kinds of businesses (I have clients NOT on farms, too) to give you a variety of examples. Most of my focus in this post is on two copywriting ideas that are most important: Putting the customer first, and getting rid of extra (or ho-hum) words. None of my suggestions below is the final word, there are lots of ways to make these ads sparkle. But below are some examples that use good Marketing Principles (the ones that get you sales!)

1. Connie’s headlines
                         Connie's Custom Rug Weaving
                          Rugs...like grandma used to make.
                           Creations from your fibered rug yarn

My suggestion:

Pamper Your Feet with the Softness of Warm, Comfy Rugs...
...like Grandmas use to make!

Put your own rug yarn to use in custom woven rugs by Connie

2. Marie’s ad (I have shortened some of it)

Too Good to Geld - Alpacas

Do you want fine fleece, beautiful conformation or a potential herdsire?

Do you want to upgrade your females with some great genetics? We have

five full Peruvian (including one full Accoyo), intact males that need

homes. Most of these alpacas could be used as herdsires, but for us, they

don't fit our breeding program because they are related to our current

herd.

My suggestion:

An Easy Upgrade For Your Alpaca Herd
With Finer, Softer Fiber and Better Looks, Too!

There's genetics for both better fiber and better conformation in these five full Peruvian males. You can get tremendous bargains because they are too closely related in our herd. (then more details...)

3. Nubian Milkers for sale

We have finished kidding and now slowly picking through the herd to make room

for the younger does coming into the herd.

HARD CHOICES...

My suggestion:

Take the Guess Work Out of Buying Nubians Genetics!
Eliminate the risk of buying kids with these already-producing Nubian milkers-- because we have to make room for the new girls.

4. Anne's ad (she teaches writing classes)

Do You Long To Finally Get YOUR Book Written?

Does this sound familiar?

· You have a new way of seeing an old problem and you're excited about the solution you've found because you know lots of people would benefit from your insights and ideas.

· You have a story you want to tell about yourself, your family or something else, and you know it's a dynamite story that would be appreciated by many and probably teach a thing or two as well.

· You've created a new business, or reinterpreted and old one and you want the world to know.

But...writing a book seems overwhelming!

My suggestion:

Is Getting Your Book Written Getting You Down?

Here is HELP— Whatever your dream book idea!

To get the ideas clear

To get it organized

To actually get it written…

5. Justin's Headline (on business card) He runs a Handyman service

Stormy’s Handyman Services

gets your repairs done right

My suggestion:

Household repairs done right—without the contractor price

Licensed, Bonded…and Reasonable

Stormy’s Handyman Service

6. Ann's ad, also shortened

We've been breeding alpacas since 2003 and have grown with the industry. We have a few suris and do some little experimenting with mohair and alpaca fiber blending and such.

AlAnn Ranch Alpacas breeds hardy, genetically-diverse animals to thrive in our harsh northern Arizona clime, producing fine fibered, healthy cria. We strongly believe in the improvement of our USA herd health and genetic diversity. Herdsires include brown Enchantment’s Cerrillos, rose gray Magnestar, and true black Infinity’s Octagon in our Huacaya herd. Introducing Suris —

My suggestion:

Get the Benefit of a Decade of Alpaca Experience...

...without putting in your own decade! Our ten years in alpacas gives you confidence, solid, innovative information and expertise that's invaluable.
(then continue telling the details...)

7. Saanen Buckling, Southern, Oregon

________ Saanens is offering for sale: JJ's Dillon, DOB: 03/09/2013 3 JR Grand Champions at his 1st show at 2 months of age. Heavy milk...

My suggestion:

How to Get More Milk in Your Saanen Herd

Heavy milk lines back up this Saanen Buckling, born March 2013! (Quantify what heavy milk lines means with numbers). As a bonus you get show-winning conformation to boot! Dillon was Junior Champion three times at his first show! (I borrowed this ad from a goat list)

8. Livestock Guardian For Sale

14 months old neutered male Great Pyrenees for sale.

Has been with livestock since he was 6 months old. Almost out of his puppyhood which is a definite plus.

My Suggestion:

Keep Your Animals Safe and Enjoy Peace of Mind

You don't even have to deal the the puppyhood problems because this Great Pyrenees is 14 months old and he's ready to protect!

Whenever you write marketing messages, ask yourself these two questions"

1. Who is this about? If it's about you and your stuff, make it about what the customer is hoping for.

2. Are there words I can take out to make it easier to read? Then edit unmercifully!

You've asked me for examples...

2013-06-12T06:34:00.003-07:00

Over the last several blog articles I've given you, I've talked about how to make your marketing writing (copywriting) easy and interesting for your potential customers. Several of my readers have asked for more examples. Good idea!

For the first 8 or 10 folks that send me examples of their copywriting (off websites, flyers, brochures or ads) and agree to allow me to use them here, I will give you my take on how to improve them. I don't need to use your name or identifying info, your choice, though.

Email me a short paragraph, or a headline you want help with. Not more than 50 words, please. I'll post the original and an updated version that sticks to copywriting rules. Free consult opportunity if you're willing to share with my readers.

Time limit is one week from today.

Why Being Concise Matters in Marketing Messages

2013-06-10T14:24:00.000-07:00

When you write an ad, remember no one out there is forced to read it. Not for work, not for school, not for love nor money does ANYONE have to read your ad.

If you make it hard to read, they won't!

One of the biggies of 'hard-to-read' is wandering around with words. When you put in words that don't help your message, when you have long complicated sentences (like this one) and when you add big words when simple would do--you lose readers. Here's a story that illustrates the concept of being concise:

With great pride, Benjamin Bernstein painted himself a sign to hang over his store:

FRESH FISH
SOLD HERE
DAILY
As Bernstein placed the ladder to hang up the sign, a kibitzer sang out, "What kind of cockamamy sign is that?"

"Why? What's wrong with it?"

"'Fresh fish,' Bernstein? It would never occur to your customers that you sell fish that aren't fresh--unless you advertise it!"

"You're right." Bernstein took his brush and painted out "Fresh."

"Wait!" said the kibitzer. "What about 'Sold'? Obviously you sell fish; you don't give them away free."

Mr. Bernstein painted out "Sold" and said "Okay?"

"No, why 'Here'? Obviously, you don't sell fish over there. . . ."

"You're right!" And Bernstein painted out "Here."

"That leaves 'Daily,'" said the kibitzer. "I ask you, is that smart? If fish are fresh, they must come in and go out daily. Right?"

"Absolutely!" Bernstein crossed out "Daily," leaving a sign that read only:

FISH
"Perfect," said the kibitzer.
(Leo Rosten, The Joys of Yiddish. McGraw-Hill, 1968)

And a quote from a teacher of writing:

If all you learned in school was how to pad an essay to reach a minimum word count, put that experience aside. Often the quickest way to improve your writing is to cut the fluff and quit when you're done.

I couldn't have said it better myself!

What Some Opportunistic Farms Have Done to Increase Income

2013-06-04T05:03:00.000-07:00

A friend recommended a book I’ve since bought because I found it so intriguing. You might, too. It’s actually a newsprint magazine type of about 95 pages, called Money-Making Ideas to Boost Farm Income. I am going to list some of the ideas for you. I won’t elaborate on them much, but if you want more information or want to get the publication for yourself, (under $15) just email me for details.

Though you may not be able to use these ideas for your own farm, they are meant to inspire you to think creatively!

Zebra Ranching: They can go for $2500 to $10,000 each depending on many factors. Buyers are movie production companies, novelty pet owners, and zoos.

Ears of Corn painted to look like a flag. Sky’s the limit on possibilities.

A farmer in Wisconsin started a prebuilt cabin business. He and staff build them in a building, then disassemble, transport and set up at the buyers place.

A North Dakota woman started a cow milking service, giving dairy farmers a chance to get away once in a while.

A Florida farmer began a side line during the fishing season of raising crickets which are then sold through bait shops. Another raises worms for the same purpose.

A German farmer milks horses and sells the milk to soap makers. Apparently the milk is high in hormones so it is highly prized for $20 a pound soap to make skin younger and softer.

Tawanda Farm in California, run by two women, sells half and whole lamb meat packages and half and quarter steer meat packages plus small specialty meat packages—all by mail.

An Oregon farmer raises bamboo for the shoots, and for winter fodder for animals (20% protein) and alternative wood products.

Another Oregon farmer raises Caracal Cats to sell as pets. They go for $1500 to $2000, at least in 1997.

If you already have skills with fiber, here’s an idea. A Washington woman will spin and knit or felt pet hair into clothing, rugs or wall hangings for people. Mostly dog hair but also chinchilla, wolf and cat.

A Virginia farmer (in 2003) turned 2.5 acres into $125,000 in income by careful growing and marketing of chile peppers and a few herbs.

A Louisiana farmer raises alligators for meat and hides, and red-ear slider turtles for the eggs.

Different types of animals raised for profit—wild boars in Minnesota, Zimbabwe cattle in Texas, and Yaks in Colorado, all white deer in Pennsylvania.

Potato grower in Idaho specializes in old time varieties, many of them from the 1800’s. He sell spuds, and seeds.

Woman in Minnesota started a jam and jelly business to use the wild plums found on their farm. Her varieties are all natural and low sugar including some no sugar varieties. The family hosts a Harvestfest in October with pumpkin painting hayrides and other activities. Hey, I’ve been saying to do this!

An Iowa farmer created a pet cemetery and now includes horses. He’s expanded to include cremation.

Luck Favors The Persistent

2013-06-03T03:39:00.000-07:00

It's such a busy time of year that I wanted to remind you of some business ideas to mull over. The next two posts are reprints from ten years ago. (I'm busy too)

It’s taught religiously in business courses, this idea that all visionary companies start with a big idea. It turns out only about 25% start with the “big idea.” The other 75% starts with something else.

In 1937, Bill Hewlett and Dave Packard, newly graduated engineers, got together because they wanted to work together. They had no idea what kind of business it would be. Their beginnings were characterized by trying many ideas—including some that failed. They didn’t have any plans when they began. They were opportunistic, doing anything that seemed feasible to keep the company going.

Sam Walton started without a big idea. What he had was a desire to work for himself and a passion for retailing. His overnight success took about 20 years and began with a Ben Franklin franchise. J. Willard Marriott began with a desire to work for himself and an A & W franchise. Nordstrom began as a small shoe store in downtown Seattle when he returned from the Alaska gold rush. Merck started as an importer of chemicals from Germany. Proctor and Gamble started as soap and candle makers. Phillip Morris started as a small tobacco shop on Bond Street in London.

Some of the most visionary of companies started with outright failures. 3M began as a failed corundum mine. In the midst of the failure, they started making sandpaper. Bill Boeing’s first airplane failed its Navy sea trails. To stay afloat they made furniture for a time. Walt Disney’s first cartoon series was a dismal failure. Ever heard of “Alice in Cartoon Land”?

All in all, very few of the visionary companies started with a big idea. And they were far more likely to have had entrepreneurial failures. It turns out that waiting for the big idea might be a bad idea.

How does this bear on your company? Chances are you’re not trying to be another Hewlett Packard, Disney or Marriott. I think it applies to those of us who live beyond the sidewalk especially if we’ve discovered the original big idea might have some flaws.

The smart strategy is to be opportunistic, like the above examples. What products can you come up with that can grow your company, not necessarily grow your “big idea?” How can you keep your company afloat and still remain your own boss with the lifestyle you want.

Opportunism means looking for opportunities and taking advantage of them. Next time I'll give you some examples of the opportunities farm entrepreneurs have come up with to increase their profitability—not to give you specific ideas but to inspire your creativity for your own ideas.

Busting the myth of the “big idea” means that you need to look at this backwards. Rather than starting with your farm (your company) as a vehicle for the big idea (goats or alpacas or horses or miniature poodles) you need to start looking at the big idea (all the ideas) as a vehicle for your farm. The farm-company itself is the ultimate creation.

There is a big difference between the person who can tell time and the guy who builds a clock that tells time even when he’s not around. Builders of visionary companies tend to be clock builders, not time tellers. Building a company that can weather economic cycles and product cycles is like building the clock.

Luck favors the persistent

Mandy Evans lives near Palm Springs in the California desert, but there is a lake near her home. She watches the Canadian geese show up every winter and leave for cooler parts for nesting in the spring. But there is one goose couple who arrives every year in the spring. They set about laying a clutch of eggs just as spring ends, and the heat of summer cooks the eggs and they rot instead of hatch. Still, every year, in spite of their failure, Mandy watches it happen again.

But this year, there was a late spring. It stayed cool much longer and the geese finally had a gaggle of babies hatch out. Persistence paid off.

The stream of great products and services from visionary companies comes from them being outstanding, persistent organizations—not the other way around. Be prepared to kill ideas that don’t work. Be prepared to revive them, add to them or to evolve them. But never give up on your company. Be looking for opportunities because without looking for them, you’ll miss them.

Just like the geese, persistence eventually gets you there.

The Three Legs of Business

2013-04-19T06:10:00.000-07:00

Like a three-legged milking stool, for stability on any surface (business conditions) three 'legs' are the factor that makes it stable. In business those 'legs' are Product, Financials and Marketing. Without a good product and adequate financial health (capital, record-keeping, projections) it clear your business will fail. But without that third 'leg' of marketing, it also will fail.

What do I mean by marketing? Broadly, it is any activity that connects you and the user of your product for the mutual benefit of you both!

I will give some examples of marketing activities below, but first I want to remind you that marketing takes your time and effort. Just as raising a good animal or producing a good product takes your time and creativity, marketing does too. So ask yourself--

"How much time did I spend this week on any of the activities below?"

Planning marketing activities for the weeks and months ahead

Writing ads that put the customer first

Editing those ads for too many words, big words, not enough white space, putting yourself and your stuff first

Finding new places to put your message

Writing press releases that entertain and entice

Planning or executing events at your farm or elsewhere

Contacting customers with thank you's or just checking in

Practicing some dialogue that persuades

Giving a presentation to potential customers

Reciting your elevator speech to new folks

Thinking about the words you use and the 'flavor' the give your message

These and many more strategies will increase sales. I can teach them to you. That's the easy part. My books are full of this stuff. But you have to spend the time on them. Marketing makes a huge difference. If you do it!

Now ask yourself how much time you spent on the other two legs of business this week. The more balanced your time on all three, the more success your business will give you!

If you are ready to learn the strategies and put them into practice, today's special is free shipping on the book, "Marketing Farm Products". The special is good till midnight Sunday April 21, 2013 only!

Best wishes,

Ellie

What Henry Ford Said (and why you should care)

2013-03-10T07:33:00.000-07:00

“Whether you think you can or you can’t…you’re right!”

What Henry Ford said suggests that how we think about life and business has a big impact on
what we get in life and business. How often do you hear yourself say, “I can’t!” ? Every time
you say “I can’t,” you actually make it come true. When you say “I can’t,” your subconscious hears it as instructions about how things are. Your subconscious is very literal and it follows instructions perfectly. ‘You can’t’ becomes the instruction and the subconscious makes it come true.

On the other hand, if you say “I can,” the subconscious makes that come true. The mechanism for all this is the filtering that your brain does so you can exist in time and space. At any given instant there are upwards of 20 million bits of information coming into your brain. Your consciousness, however can only process about 20 bits of it at a time. What you think you can or can’t do, becomes the instructions to your subconscious about how to filter out the bits that won’t get processed. So if your instructions say you can’t, all information, opportunities or possibilities to the contrary don’t get to your thinking processes. You won’t notice, won't understand, won't remember those bits that get filtered out. You just guaranteed that you can’t!

We tell ourselves stories all the time. Those stories either create opportunities or limits for you. They are the thoughts that create the feelings we experience. Tell yourself a story about something unpleasant you expect and your feelings are about the unpleasant experience. On the other hand, tell a story about greatness, good outcomes, your capability, the great result you want to see, and your filtering mechanism sets about bringing it about. Your filtering process actually creates what you meet in your world.

Don’t allow “I can’t” in your home or business. If you catch yourself saying “I can’t,” tell
yourself to rewind or “Not helpful.” If you hear it from your co-workers or children remind
them that “I can’t” doesn’t get us good results.

I leave you with some sayings and quotes that focus on this idea. Do you know who said them?

1. I think I can, I think I can…
2. What you think about comes about.
3. Imagination is the preview of coming events.
4. The limits of the possible can only be defined by going beyond them into the impossible.
5. Act as if you have already achieved your goal and it is yours.
6. The future you see is the future you get.
7. You change what you are and where you are, by changing what goes on in your mind.
8. Sometimes I've believed as many as six impossible things before breakfast.
9. Things are only impossible until they're not.
10. Trust the little voice in your head saying "Wouldn't it be interesting if.." And then do it.
11. Dwell in possibility.

(This articale is a reprint of an article on the fun and useful page at the website, http://beyondthesidewalk.com) There are more there!

More on Making Your Marketing Easy to Read

2013-02-26T11:56:00.000-08:00

As a continuation of the last blog article, let’s talk more about making your marketing effective.

Clarity is a wonderful thing in advertising. It’s also pretty rare within the small farm/livestock world. Too many are writing web content, ads or brochures that are wordy and confusing. Are you trying to impress someone or to communicate the benefit they get from doing business with you? When you use big words to imply a vast depth of knowledge and expertise, you actually turn people away. If you’re trying to show off your vocabulary, you’ll fail to connect with your readers.

Today’s article will have several rules about copywriting. Here are the first two:

Never write anything that is unclear.

Never write anything that is hard to understand.

How? Number one way is remember that less is more. Marketing is not like any other kind of writing. You cannot prove your intelligence or your expertise through volume. Since they don’t have to read it, the only way to get them to read it is to entice them to read it. Make it easy, clear and fun. Simple, clear writing never offends anyone, not even the most highly educated. Complicated, lengthy writing leaves readers unable to understand what you're trying to say or else they just won’t bother.

Last time I gave you some examples of corporate speak, and other kinds of NOT clear writing. Another example is turn on C-Span sometime and listen to the politicians. Not short and sweet, by any means.

Using short word, easy words, helps to make marketing understandable and easy to read. Winston Churchill said this: "The old words are the best, and the old small words the best of all."

Using simple words is an art. I could cover pages and pages of examples of the big, self-important words and cliché phrases people use. They have a simpler alternative. The simpler alternative always makes it clearer and easier to read. Here are some examples:

Wrong phrase Why it’s wrong What to use instead

As well as a three word version and

Out of pocket a slangy jargon phrase away

When all is said and done cliché finally

And/or cliché use one or the other

Nonfunctional pompous word broken

Cadre pompous word group

Tantamount to saying pompous and cliché this means

Utilize big word use

Individual 5 syllables-it distances you man, woman

Edgy meaning is not clear trendy, in your face, fresh

Here’s another rule: Do not use Passive Voice if you can possibly avoid it, and you usually can! Passive voice is mushy. It separates the doer from the action. It is a way to be hesitant, not very sure of yourself. The active voice is sharper and direct and more attention getting. Here are some examples.

I have a suspicion means I suspect.

He will make an agreement means he will agree

I am holding a discussion means I discuss

She gives instruction to, means she instructs

To make a choice is to choose

And one more rule: Use simpler forms of verbs rather than the ing form (gerund). Just find all the ing endings and see if you can change them to a more active form.

And from George Orwell's "Politics and the English Language" more rules that work!

1. Never use a metaphor, simile, or other figure of speech which you are used to seeing in print.
2. Never use a long word where a short one will do.
3. If it is possible to cut a word out, always cut it out.
4. Never use the passive where you can use the active.
5. Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.

If you only take away one idea from this article, it is to edit, edit, edit--and take out all the words that do not absolutely have to be there. Your writing will be a whole lot more interesting and easier to read! And that’s the point of marketing!!!

The Difference Between Corporate Style and Marketing Style

2013-02-09T05:51:00.000-08:00

...and I could substitute several other styles for "Corporate". For instance, legal, academic, social services, scientific, police styles...

The thing all those styles have in common with each other but NOT with marketing style is this: Someone HAS to read those. It's part of their job, and it does not matter how obtuse, convoluted or full of jargon and big words it ends up. They still MUST read it to stay employed.

Human nature being what it is, all humans are driven by wanting to feel better about themselves. When they write for their particular audience, there is a tendency to use language that show cases their greatness. They often do that by showing how many big words they know--big words and lots of them. It gives the writer a little boost of self importance. Add to that a style of education that taught us all that more words are ususally better. With more words, SOME might hit the mark and get you a better grade. Want an example?

Here's one.

"Insofar as manifestations of functional deficiencies are agreed by any and all concerned parties to be
imperceptible and are so stipulated, it is incumbent upon said heretofore mentioned parties to exercise
the deferment of otherwise pertinent maintenance procedures."

Now if the CEO of the company wrote that in a report, you as the worker would read it, perhaps scratching your head as you struggle to figure out what it really means. But you have to read it because it's part of your job.
What that really says in plain English is "If it ain't broke, don't fix it."

Here are a couple more examples. These are extremes, of course, to make my point.

"It is the opinion of the group assembled for the purpose of determining a probability of the likelihood of the meteorological-related results and outcome for the period encompassing the next working day that the odds of precipitation in the near-term are positive and reasonably expected."

Translation: Rain tomorrow.

"Do not kill, murder, or deprive of life, except on conditions wherein it is a requirement of self-defense, appropriate to the service of a military (army, navy, air force, but not paramilitary) organization; see Appendix L for a full listing."

The sixth commandment: Thou shalt not kill.

Your potential customers are in a totally different situation. NOTE!!! Important point coming up!!!

THEY DO NOT HAVE TO READ YOUR AD!

In fact they probably don't even want to read your ad. So, if you make it hard to read--or boring--THEY WON'T READ IT!!!

OK, enough shouting. But it's extremely important in marketing--the ads you write--that you make it as interesting and easy to read as is possible. No one will struggle to figure out what you mean, or why it should matter to them. You have to make it easy, entertaining and important to them! Making it important to them is about the first marketing principle, something I write about endlessly because it's so hard for my readers to remember. It's covered in the customer responses below:

You have an animal for sale? They say, Big deal!

You offer agisting? They say, What the heck is agisting?

Your animal has quality characteristics? They say, What the heck does 'quality' mean anyway?

You say you're taking reservations? And they say, And I should care why????

I'll continue to talk about more of the details of making your writing easy and fun to read. But for today, I want you to uderstand this RULE of ad-writing.

Make it easy to read, because they don't have to.

Clarity is a good marketing tool. Actually, it's a mandatory marketing tool! How to do that? Here are some rules of thumb:

     1. Use the simplest possible word

     2. Make short sentences

     3. Avoid modifying phrases. Instead, make a new short sentence. (Not "Avoid modifying phrases by turning them into new short sentences.")

     4. Take out all the extra words and the redundant words. (Not, "We offer a wide variety of the finest quality ________," but, "Find many varieties to choose from."

     5. Get to the point--be direct! The first example I gave you above wandered all over the place.

And the final rule (actually the first rule and we will talk about it more)

     6. Marketing is not about you. Marketing is about the customer. Making it about the customer is what makes it intersting to him so he will read it...more on this to come!

If you are new to this blog, read some back issues. Practice the principles. It makes your marketing sizzle and zing and makes you money!

How Much Marketing Should I Do?

2013-02-05T17:39:00.000-08:00

Well, that depends...

How much money do you want to make?
How big is your business?
How much time do you have?
Do you have help?
Can you hire help?
What do you know about marketing principles?

How you answer those questions determines how much marketing you should do. Here's the important thing to understand about marketing:

"Marketing is any activity that ultimately connects the producer and the user of a product, for the benefit of both."

It's not just one thing. It's not just one ad. It's not just one event. It's not just one press release. Marketing is global. If you talk to people who are successful at rural businesses, they will tell you they are marketing all the time.

When I give marketing seminars, we start with a unit on goal setting. A goal is different from a good idea because it is specific (numbers) and it has a date. If your goal is to make $10,000--or $50,000-- in the year 2013, then you have a starting place on how much to market.

A marketing plan helps--one that is easy to follow, visual and in your face (not in a drawer). That way you can plan those 3 or 10 or 15 marketing activities in a month and stay on top of the deadlines. Marketing plans like that make your job easier. See "Marketing Farm Products" for a template of one I like and use religously myself.

If you look back through articles I've written (free) on both my website (http://beyondthesidewalk.com/fun_useful.shtml) and in past blog articles, I write often and at length about what it takes to write ads that get customers. They must not be boring, they must not be all about you and your stuff, they must be about the customer--his hopes and dreams and making his life better) If you don't yet know how to do that, keep reading and keep practicing! I'll write about copy writing a lot more, too. It's the single most critical skill you need to develop!

Marketing is global. I don't mean all over the globe--you're probably never going to ship a sheep, horse, goat or alpace to a foreign country. But global means all over the place. Many ads, many press releases, many events, many promotions that get people excited, interested and finally to be customers.

Stay tuned! We're going to get you good at marketing! We're going to get you good at making money!
Ellie

Is it a Business or is it a Hobby?

2013-02-01T04:58:00.000-08:00

I recently had a client who was looking for some help with a sales letter. It started out breaking nearly every rule of good copy writing. You know, the ones that say:
     Make it about what the customer wants, not about you
     Use easy words
     Use short sentences
     Don't wander, be concise
     Don't use ambiguous words that are hard to pin down

In addition, this client was using terminology that was distinctly religious or spiritual. There's absolutely nothing wrong with religious or spiritual. It appeals to and reaches a particular group effectively. It also excludes a group who are not looking for that experience, and therefore excludes that potential income..

So in rewriting this letter, I broadened the approach, making it more generally applicable to a wider target audience. Ultimately, this client rejected the broader approach with the comment that what he was selling was so personal to him, it needed to be about spirituality.

Not the first time I've had a client reject marketing principles in favor of how personal their product is to them. Is that wrong? No. But I think it bears some clarity on the difference between a business and a hobby. If you're doing your "thing" because it is personal to you and not doing your "thing" for what the customer needs/wants/gets, then I think what you have is a hobby that may make a little income.

If you have a hobby, you can make it all about yourself. If you have a business. your focus MUST be the customer! Neither is right or wrong, but one will make you more money. (The point of a business, after all) The other might provide great personal experience, but beware of the cost that may have to your bottom line.

If you are struggling with how to make it about your customer, ask me about some help on your own ads, PR materials or website. http://beyondthesidewalk.com/consulting.shtml

Put your customer first. It's NOT about you. Start with anything you want to say in an ad, then ask, "Why does this matter to the customer?" The answer to that question is what you should be talking about!

Best wishes,
Ellie

Tis the Season, Part II

2012-12-15T10:01:00.000-08:00

This time of year is about many good and traditional feelings and ideas. Gift giving is part of the tradition, of course. And tho some gifts are a reflection only of the ego of the giver, the memorable ones truly are about the receiver. So when you create or buy or invent a gift for someone that tells them you understand who they are, it's even more thoroughly appreciated, cherished and remembered.

When you market like that, you will get a similar response from potential customers. Ultimately this is the essence of the golden rule! It's about getting out of our own heads and putting someone else in first place. I can talk (and I have) about this idea in many ways. How it's like fishing--putting worms on the hook, not bananas that you like. How good marketing translates from your own ego to the ego of the person you're talking to. How good marketing is like giving hope to your customers. But maybe this first principle (and most important one) is really nothing more than applying the golden rule.

Are you the kind of marketer who is like the husband who gives his wife a table saw for Christmas? Do you talk about yourself and your stuff? Or are you the kind of marketer who takes the time and effort to understand what the customer really wants in his life (security, ease, beauty, family fun, comfort, better health, more love, etc.) and then tells him how your product will help him get there. Then you're like the husband who gives his wife something for which she has longed and hoped.

Remember the golden rule--in this hoiliday season, but also in your marketing!

See you next year! And a very merry and bright December!
Ellie

'Tis the Season...

2012-12-04T09:26:00.002-08:00

It has been nearly a year since I last "talked" with you. Too Long! My excuse is that it's been a very busy year for me. I have finally settled on my own farm/homestead again and setting it up (from scratch) is a very big job. As I'm sure most of you can attest. At this festive time of year, I wanted to touch base and wish you all the very best of the season, of friends and family, but most of all of the joy and satisfaction of a life beyond the sidewalk!

And if I may, let me offer you all a little marketing pep talk. We have all been dealing with the sluggish economy. As a teacher of marketing principles for rural entrepreneurs you could expect me to say that it's more important now than ever. But in practical terms, what small thing can you do this day, week or month that can improve your economic outlook for the coming year?

Let's look at what's in keeping with the idealism and philosophy of the season--especially the quality of generosity and giving.

You probably have contact information for many people who have bought animals or products from you, and perhaps even some who have just visited or called with some interest. Ask yourself what you can do for them. Separate into categories if you've been blessed with lots of contacts. Consider your budget of both time and money. What makes sense for your farm?

You may just want to send a card. Not so much the commercial variety that we've all gotten from various businesses, but a really personal note or letter or coupon or little gift that says you're really thinking about them. Match the contact with appropriate effort and cost, but there are ways to let people know that you send good wishes--and also keep them reminded of your farm & business and what you provide.

For good customers of the last year, people who have bought an animal or contributed to your economic bottom line, a more substantial gift may be in order. You decide. Are you selling breeding stock?? Then you also are in a position to mentor your customers for their future success. What item or information can you give to let them know you are invested in their future and want to insure their success? What gift can say thanks, and we appreciate you?

Gift giving--doing something nice for someone--especially when it's unexpected--makes them feel good, and makes you feel good. But the surprising thing the research shows is that it also makes observers feel good. That conclusion is based on measuring serotonin levels by blood test from the giver, the receiver and those just looking on. Hey, Folks! That a tripple whammy of feeling good and it is also good for your farm business as well! Not many places you can get that much bang for your buck!

So, with the above information in mind, I'm adding a little gift of my own to you. Should any of you want a copy of any of my books for yourselves or for your customers, I'm deducting all shipping costs for the next week--Til Dec 11.

(Making Money With Goats http://beyondthesidewalk.com/make_money_goats.shtml
Marketing Farm Products http://beyondthesidewalk.com/marketing_farm_products.shtml
Growing Your Rural Business http://beyondthesidewalk.com/growing_rural_business.shtml
Economy Proofing Rural Business http://beyondthesidewalk.com/economy_proof.shtml )

...consider this newsletter/blog post your coupon for free shipping from Beyond the Sidewalk.com! And have a wonderful December and a profitable new year! I promise to get more articles to you in 2013.

Very best wishes for your good marketing and profitable rural business!

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?

Reflections on Marketing, Business and Life

How I Cured Bumblefoot Without Surgery

Happy New Year and a Reminder

Marketing Your Services

Another Friday Market, Ho Hum!

More Ways to Use Stories About Your Farm

Fonts Can Speak Louder Than Words

A Little Trick To Get People Reading Your Ads

The Second Most Common Marketing Mistake

Three Reasons why listing What You Have For Sale is a BAD Headline

How to Fall in Love With Your Customers

I have a recommendation for you...

Examples of Edited Ads, Headlines etc.

You've asked me for examples...

Why Being Concise Matters in Marketing Messages

What Some Opportunistic Farms Have Done to Increase Income

Luck Favors The Persistent

The Three Legs of Business

What Henry Ford Said (and why you should care)

More on Making Your Marketing Easy to Read

The Difference Between Corporate Style and Marketing Style

How Much Marketing Should I Do?

Is it a Business or is it a Hobby?

Tis the Season, Part II

'Tis the Season...

How to Ask for the Money