Do you ever find yourself dreaming about your product being sold in a Department Store and just know you’ll feel like you’ve really made it when you are being sold in one?

I used to feel that way too.  But as I grew my handbag line, I came to realize that a product line built on the strength of boutiques is much better off in the end.  The bottom line is that Boutique buyers are much more loyal at the end of day.  That said……Dept stores do have their allure and high power appeal.

So what to expect if one comes calling?

• These days you can expect to be asked to do consignment to start.
• You can expect them to ask for a discount.
• You can expect a smaller PO than anticipated.
• You can expect them ask if they can return whatever is not selling well – or ask you for markdown money.
• You can expect them to pay for freight to their Distribution Center (DC) but not always.
• You can expect a HUGE pdf of their shipping guidelines, and yes you need to read it.
• You can expect charge-backs if you don’t follow all the rules in the shipping guidelines.
• You might be asked to participate in a catalog fee.
• You might be asked to do a trunk show in a specific store.
• You will want to promote this as much as possible to drive sales.
• You will need to be EDI** compliant.
• You might need a factor***.
• You can expect to be paid in 30 days unless otherwise noted on your PO.

I’d stick with the boutique building strategy for a while……until you have at least 200 boutiques you can count on each season.
** EDI is Electronic Data Input – and is an internet based system for receiving your PO’s, managing your inventory and UPS codes and ticketing for stores.  There is a lot more to it and you can check out this company that does it for you.

***  A Factor is a company that provides you with working capital by advancing you 80% of your invoices once you ship.  they of course take a percentage of your sales for their troubles but can be a life savior too.  For more information on factors, click here.

Why do we often feel like a magazine editor holds our future in their hands?

Will we ever feel comfortable pitching ourselves?

Believe me, I am right there with ya!  Pitching ourselves is just about the hardest thing for most people – no matter what your business is.

I think the biggest tips I can give are to pitch on target, keep it short and concise, and really know who you are pitching to.  Be sure to take the time do the research and really be sure that editor is the right one for your product. There is nothing more embarrassing than pitching to the wrong person!

I reached out to my experts to contribute to this article as I think it will help us all out to see other ways to approach editors.  Let me know what you think and if you try any of the tips.

1. Help Them Out!

The best way to approach a magazine editor: I find that many publications (and Websites), especially ones written for a specific niche, appreciate well-written, pertinent articles. Like many companies, these editors have had to cut their staff, and are often pressed to find valuable content on deadline. If done right, you can be their next bylined contributor. I have found it works best to approach them via email, attaching the article or pitch, then follow up with a phone call a few days later. Don't be pushy, but offer to help!

Thanks to: Bonnie Buol Ruszczyk of BBR Marketing.

2. Make That Cold Email Amazing

The best way to approach a magazine editor: The way I approach most people is by flicking over a cold email with some value to add. There's not special science to making the connection and closing the lead. It's about having a compelling story that is buzz worthy and it must have a new angle that hasn't been published on yet.

Thanks to: Danny Wong of Custom Men's Dress Shirts | BL.

3. Help Them Help You.

The best way to approach a magazine editor: Magazines need to fill-up their pages with information that their readers find interesting and useful. At trade shows and similar functions I meet as many editors and magazine employees as I can. I then proactively call and/or e-mail them periodically with an offer to provide insights into the industry, current events, and/or successful strategies - from the prospective of a company CEO. They appreciate the assistance, and my company, contacts, and products always get substantial free press.

Thanks to: Mitch Pisik of Breckwell Products.

4. The Squeeky Wheel

The best way to approach a magazine editor: A publisher once told me,The Squeeky wheel gets the grease. I have been in all of the local papers, since my story is inspiring,I started my company because I had lost my job.

I call first, so I can ask for their email. While I have them on the phone I give a short pitch. Believe it or not they are actually looking for stories to write about. That is how PR agencys make their money. If you have the chutzpa to pitch your own, you'ld be surprised how happy they are to listen!

Thanks to: esther weisman of Sparkly Scrubs LLC.

5. Establish a relationship

The best way to approach a magazine editor: The best way to approach a magazine editor is to know him/her before you have a story to pitch. Media relations is just that -- relationships.

Know the magazine's focus and keep an eye on its editorial calendar so you may better tie your story into a topic scheduled to be covered by a magazine. If your story is appropriate for the publication, contact that editor that knows you, and tell him/her why readers would be interested. It's all about the audience.

Thanks to: Gail Sideman of PUBLISIDE Personal Publicity.

6. Start Small

The best way to approach a magazine editor: You can usually find a variety of smaller blogs to give your business a write up with very little hassle. This helps tremendously, however, when approaching a major magazine because you have references of previous write ups on your business. Think of it as a portfolio if you will. Approach a magazine editor with these blog posts, combined with a clear pitch of the theme of your story and your odds of being covered will greatly increase.

Thanks to: Anthony Adams of Local Business SEO.

7. Reach out and follow up

The best way to approach a magazine editor: I recommend always reaching out to an editor by e-mail. Craft a short, pithy pitch and wait a week for a response. After a week or so has passed, feel free to follow up. If you still haven't received a response, take a hint. That particular editor isn't interest. But there are plenty more out there who will be, so suck it up and move on.

Thanks to: Mikey Rox of Paper Rox Scissors.

8. How to Attract Media Attention

The best way to approach a magazine editor: The manner in which you gain media attention is the same as getting whatever you want in life including more sales. Most people are interested in themselves and what they do so research the media outlet first. Read their website in-depth and understand their target audience well. Analyze their uniqueness and how your story fits in with theirs. Why and how will they gain benefit(s) from featuring you? Speak to most of their interests and you have an excellent shot at gaining media exposure!

Thanks to: Elinor Stutz of Smooth Sale, LLC.

9. Research, Research, Research

The best way to approach a magazine editor: Before I approach a magazine editor, I take the time to get into their headspace. I do alot of research about their publication and determine what will make their job easier. I then start with a simple introductory letter explaining who I am and how what I have to offer will benefit them. I don't expect a response to this initial email (although some smaller publications do respond) but I find that I get a better response when I'm not pitching someone who has no idea who I am.

Thanks to: Jennifer Kirkpatrick of Promoting Mompreneurs.

10. Profile Article in the WSJ!

The best way to approach a magazine editor: Inspired by article in The Wall Street Journal, I emailed the editor thanking him for the article and briefly summarizing my story. To my amazement, he replied stating a reporter would contact me. Last October, the WSJ printed a profile article on me and my company! That article not only brought me an avalanche of orders but opened any numbers of doors. This profile article has made ALL the difference. Write editors who you believe would be interested in your story.

Thanks to: Eugenia Francis of TeaCHildMath.

11. approaching a magazine editor

The best way to approach a magazine editor: Sending a 'press kit' with your info (short and sweet!) and some line sheets of your product is a good way to get your foot in the door. Also, be sure to offer to send samples, and frequently they need them asap, so you must be flexible and accomodating!
Another good way is to get their email and send them info that way...a good site to get this information from is mastheads.org, and for a small annual fee you can have access to thousands of editors' emails.

Thanks to: Bonnie Riconda of Calico Juno Designs.

12. How I made it into Magazines

The best way to approach a magazine editor: The way I got into several magazines was to build relationships with the editors on-line. I filled out a survey to land in Black Enterprise Magazine. I answered questions to land in Essence. I started building relationships on MySpace, Face book, Linkedin and other social media sites. Editors now are going to their social media friends to answer important questions and to get their next interview. Build your relationships on-line.

Thanks to: Eula M. Young of Griot's Roll Film Production .

13. Tips for Querying Mag Editors

The best way to approach a magazine editor: My #1 advice: Don't be intimidated! Too many solid writers don't even try for fear of rejection and humiliation, but I've successfully cold-pitched The New York Times Magazine, Newsweek, The New York Post, and more with cold email queries (do NOT call) that have intuitive subject lines, quick, 2-4 line pitches, and a short list of credentials. Get right to the point about what makes your idea compelling, unique, and "just right" for the audience. See my work at www.joelschwartzberg.net

Thanks to: Joel Schwartzberg of "The 40-Year-Old Version".

14. Guerilla PR

The best way to approach a magazine editor: So, as a former publicist I know that a decent one usually starts at about $2,500 a month. And it's a build-up. So I have found that DIY leads like Help A Reporter Out are invaluable. It led to my cnbc.com article December 2009. I keep my pitches really short, and in bullet points if possible. I then put them all in a Word Document, so I don't to recreate the wheel. It's a process ... but HARO is a great place to start.

Thanks to: Maxine Tatlonghari of Vanity Girl Hollywood.

15. Be the saving grace for editor

The best way to approach a magazine editor: Magazine editors that review new products and services are the best source for free publicity for your business. Since most small businesses cannot afford significant advertising, this can be critical to your success. Here are some suggestions:
- Cast a broad net(editors, bloggers, other experts)
- Send samples plus full write-ups to make the editor's job easier
- Personalize your product with a gracious phone call
- Whenever purchasing advertising, ask about editorial coverage as well

Thanks to: Michael Bucci of K & M of VA, Inc..

16. Get into Bed With Them!

The best way to approach a magazine editor: To approach a magazine editor, you want to first become familiar with their publication. NEVER pitch an editor when you haven't been reading their magazine cover to cover. Once you know the topic pertains to what you can contribute, contact the editor with your pitch, include a press release, writing samples, and why your story is important. I always email first, call to follow up. Be overly prepared and be on your toes!

Thanks to: Michelle Dunn of Michelle Dunn, author, columnist.

17. Get Connected Be Proactive

The best way to approach a magazine editor: I like to leverage my LinkedIn connections and I'm an avid HARO user. It's by far the easiest way to get in front of the people who are looking for a great story and great products. I've used both email and phone calls to make connections but my best results have been by answering HARO queries.

Thanks to: Myra Roldan of Anarchy in Beauty.

18. Breaking News!

The best way to approach a magazine editor: Nothing captures an editor's attention as quickly as a news topic. Tie your message to a recent new event and you'll almost certainly gain their attention.

Thanks to: Dale Furtwengler of Furtwengler & Associates, P.C..

19. Balance Patience & Persistance

The best way to approach a magazine editor: As a former magazine editor, I can say that I preferred when writers would email first. You don't need to include a sample, but you do need to include a short blurb on your writing interests and why you feel you'd be a good fit. Then, give it time. But, if you don't hear back, then it's ok to follow up with a phone call. Do NOT hound the editor, that's a big turn-off, but do be persistent. You never know - they may just not need you right then, but will need you later! Best of luck!

Thanks to: Angela Bickford of always B designs.

20. Know the Readers & Advertisers

The best way to approach a magazine editor: Approach a magazine editor with an emailed short, pithy query that shows you know the publication's readers and advertisers. These two groups keep a magazine in business. Come up with an article idea that caters to both, and the magazine can sell ads against the story, making money from its advertisers, and then feature the story, making money from newsstand sales or increased subscriptions. If you can’t accomplish both these feats, then either target readers or advertisers with your pitch.

Thanks to: Nina Amir of CopyWright Communications.

21. Fool-Proof Pitch

The best way to approach a magazine editor: Most editors prefer initial contact by e-mail. The key is to be concise and lead with reader relevance. An e-mail pitch is welcome if you can summarize the main points in a sentence or two. Editors are operating on deadlines, so they won't have time to read more in-depth. I personally would not attach a sample initially, at least not until it is requested by the editor. I've had good results by letting the editor know, I read the publication and understand the reader's needs.

Thanks to: Jackie O'Neal of O'Neal Media Group.

22. Generate Interest B Fear Free!

The best way to approach a magazine editor: If you have never approached an editor in an effort to generate interest in a product, the task can seem quite intimidating. Remember to have vital elements in place like an official press release, product photos, links to any online presences and a few endorsements do not hurt! Making the call can be the biggest hurdle. Remember, if you have a marketable product, it is BUZZ-worthy. Be direct in conversation and present the facts and product value. Offer to send supporting elements.

Thanks to: Mary Winkenwerder.

23. Publicity With Benefits

The best way to approach a magazine editor: Pitch magazine editors:

1. Only if you have something interesting to say and can fulfill their editorial needs.

2. Connect first by email (attention grab on subject line) then with a follow up telephone call (drive them to the email pitch).

3. Provide benefits (drive the new smart fortwo, experience a one-hour dental crown, toss - get tossed - by a hopeful U.S. Olympic Judo player, flip dough in a pizzeria).

Thanks to: Barry Sigale of Sigale Public Relations.

24. Work it baby!

The best way to approach a magazine editor: Networking is vital for placing products! At any event be ready to give your 20 second commercial and have some literature available. I always keep my business card attached to a 8.5x5 postcard plus a mini sample of my product, when asked for a card I give them the entire thing. It's a sure way to leave an impression and ensure you're card doesn't get mixed with all of the rest.

Thanks to: Melissa Diaz of Buyer's Advisory Group.

25. Provide The Next Best Thing

The best way to approach a magazine editor: Send regular queries of article ideas and samples of your work/new products. Did you know that some editors scour the web looking for great new content? By sending regular queries you establish a relationship. Editors will actually begin to approach you to write articles for them based on your expertise. They will even contact you once you prove that you are a reliable punctual source. With deadlines to meet you are actually helping editors out by providing the next best thing.

Thanks to: Cassandra Russell of Cassandra Russell ~ Coaching.

26. Appeal To Them...Not You

The best way to approach a magazine editor: We often approach the media with an ask. We ask them...what we want them to do for us.

Reverse this and come to them with something of interest to them. What are they passionate about? It demonstrates you are listening to them, and not just promoting yourself.

In our business, we can promote philanthropy in general. Or, we can appeal to the editor's interest. Do they care about education, economic empowerment, or the environment? Then we tailor our outreach accordingly.

Listen...

Thanks to: Pamela Hawley of UniversalGiving.

27. Swift Pics

The best way to approach a magazine editor: When I was emailed by a glossy UK magazine that wanted "high resolution" photos on a deadline, I was worried my 72 res web photos would be fuzzy. I found out the originals were low res but an oversized 21X28" straight from the camera -- perfect for sharp reduction I guess because the editor was thrilled with my "quality and fast response!" Keep those photos handy as the publication may not be able to take new ones from your samples. When you make their job EASY(er) they include you!

Thanks to: Joanne Gilbert of DrawntoLetters.

28. Introduce Yourself

The best way to approach a magazine editor: When approaching a new editor, I send an introductory email first, briefly giving my credentials, explaining that I have a story idea, and asking if they'd like to see a fleshed-out query on the topic. I usually attach my bio and always mention that I'm happy to also send clips if they'd like to see them.

Thanks to: Carrie Myers of CarrieMichele Fitness Studios.

29. Read the Editor's Instructions

The best way to approach a magazine editor: Most magazines, online or print, have a list of Editorial Submission Guidelines or Writer's Guidelines. Follow them! Some accept only emailed submissions, some refuse to open attachments, some require a stamped, self-addressed envelope (SASE). Some magazines get so many submissions, they look for the first excuse to weed out anything they can, so not following the guidelines makes those submissions the first to be rejected.

Thanks to: Pamela Waterman of The Discovery Box.

30. just gift them

The best way to approach a magazine editor: Send a gift from your company with a handwritten note, beautifully wrapped. There's no better way to mutually communicate and be communicated about; your product says it best.

Thanks to: Michel Stong of clay company.

31. Do Homework for a PR Home Run

The best way to approach a magazine editor: Do your homework. Know if they prefer to be contacted via email, phone or a Twitter tweet. Make certain that whomever you are contacting is covering that "beat" and that it is timely info:if you're pitching something for the holidays, pitch it at least 3 to 4 months in advance. If they are not interested in the story at the time of pitching, ask them if they can refer you to others who might and thank them for their time. You never know when they may call upon you as an expert in the future.

Thanks to: Jetté Momant of Jetté Momant PR & Event Productions.

32. The 5 Commandments of Pitching

The best way to approach a magazine editor: 1. Think of a catchy subject line that will get them to open the email
2. Make sure you've done your research and know that the content you are pitching is relevant to that particular editor at that specific magazine
3. If they request a sample, get it in the mail immediately- editors are on tight deadlines
4. Make sure the images you send are in hi-resolution 300+dpi format
5. Follow up- If the editor shows interest, see what information you can provide to have them cover it!

Thanks to: Lindsey Carnett of Marketing Maven Public Relations.

33. Details, details, details!

The best way to approach a magazine editor: Approach magazine editors in the manner in which they prefer (email, phone, fax, online form, etc.) with a timely, compelling story that is relevant to their readers.

To ensure relevance, research target audiences, read publication, and align your story with both. If a copy is unavailable online, ask for writer’s guidelines and follow to the letter. State your position early, accurately, and concisely.

Although publishing your story cannot be guaranteed, attention to detail counts!

Thanks to: Isha Edwards, Brand Marketing Mgr. of EPiC Measures, LLC.

34. Research-Homework Comes First

The best way to approach a magazine editor: Conduct research first. Read the magazine's articles, columns, learn about its writing style, editorial content, editorial calendars, audience demographics, submission deadlines and policies. You then can determine a good fit into the magazine. Develop some story ideas and pitch them to the editor via e-mail. Editors and writers work on tight deadlines. Unsolicited calls could anger the editorial staff. Do not pester them. If the pitch is a good fit, chances are they will contact you.

Thanks to: Greg Jenkins of Bravo Productions.

35. Approaching Magazine Editors

The best way to approach a magazine editor: Magazine editors can be difficult or impossible to reach by phone. And if you do get through and they happen to be on deadline, you haven't done your pitch or yourself any good. Email works best for me and seems to work best for most editors. Still, the best way to approach a magazine editor is however that particular editor wants to be approached. You can find that information on their websites and in resources like Writer's Market.

Thanks to: Barry Maher of Barry Maher & Associates.

36. Rules of Dating (The Media)

The best way to approach a magazine editor: Calling or writing to get to the courting. Call to make a voice connection. Make it simple, quick, smart and memorable. When you call, announce who you are and follow up with, "Do you have a quick sec for me?" This shows that you respect their time. State your pitch in three sentences and follow up with an email. Intro made; email will be read. When emailing, get the pitch across within the first 10 words. End the email stating a follow-up call. Always, remember to say “thank you”.

Thanks to: Nancy Schuster of Say it With STYLE PR.

37. Solve the Editor's Problem

The best way to approach a magazine editor: The best way to approach an editor has little to do with e-mail vs. phone vs. letter. The best way-what will grab an editor's attention-is to offer to solve his/her problem: Finding someone who can produce a well-written article conforming to that magazine's style and requirements on a subject of interest to the editor and, thus, of the magazine's readers. That means knowing before pitching as much as you can about the magazine, its readers, and their interests. The contact method is secondary.

Thanks to: Donald Tepper of American Physical Therapy Assn..

38. Getting an Editor's Attention

The best way to approach a magazine editor: The best way to pitch an editor is to look at their editorial calendar, and then craft a story idea around their topics. For example if you want to get an article in a magazine and they are doing a story about celebrity criminal cases, pitch the editor an interview with a lawyer who has defended celebrities or a psychologist who has worked with celebrities. The key is to make the pitch timely and relevant. It has to do with something that is in the news.

Thanks to: Manny Otiko .

39. Do your research!

The best way to approach a magazine editor: Always read the publication first to find out the story angles and the types of companies or products the magazine covers. It's very important to do this first before approaching an editor. The media receives hundreds of e-mails, and yours will be deleted if it isn't appropriate for the publication. Also, research the editor and find out what they are passionate about, including stories they have written. It will provide you with ideas on story angles too!

Thanks to: Sabrina Kidwai of ACTE.

40. Sell It Before You Write It

The best way to approach a magazine editor: Editors love working with writers who understand the kind of content being accepted and who the reading audience is--study the ads, review past issues to get a feel for the style of writing they're looking for.

In your query letter, make your first sentence a bold one--one that "hooks" the editor) or make it an interesting question that requires some thought...then dive in with your pitch.

Use your time wisely: smart productive writers sell their ideas BEFORE they write about them.

Thanks to: Donn LeVie Jr of Kings Crown Publishing.

41. Buy, Browse, Rip, Relate

The best way to approach a magazine editor: So what the heck does that mean? BUY the magazine (let's face it - top tier consumer mags are still in print). Don't just rely on an online summary or quick website tour.
BROWSE it. Flip through it, pay attention to regular section headings and editors of those sections.
RIP out sections and pages with which you can RELATE your product or client. With these pages in front of you, email the editor of the section. Mention how your client would be a fit here. RELATE to trends if you can.

Thanks to: Caitlin Mills of Planit.

42. One Size Does Not Fit All

The best way to approach a magazine editor: There are fewer people to do more jobs at all magazines. Always present something compelling for the specific needs of the editor you are pitching and do everything you can to make their job easier. This means that you have all the assets ready to go and you respond quickly. By doing this each and every time, you will earn trust and become a go-to source for future stories.

Thanks to: kimberly Strenk of Kimberly Strenk PR, Inc..

43. Target: Benefit the Editor

The best way to approach a magazine editor: There is one reason why magazine editors are magazine editors. To make a living. Give them a reason to make their job more secure. Do this by knowing and understanding the magazine for which the editor works. Along with selling your article, sell the editor on how he/she can benefit by publishing your article. Many magazine editors have to sell your idea to others who work on the magazine. Give him/her information to carry to them that will make her/him look good, and you're on your way.

Thanks to: Donald Vasicek of Olympus Films+, LLC.

44. Know Your Reporter!

The best way to approach a magazine editor: People always ask me about my media contacts, and while its great that I can use the relationships I've built at The Wall Street Journal to book interviews for any of my clients, my clients won't see print if the story doesn't match the journalist's editorial needs. Its important to research and know what the reporter has written about so can adjust your pitch to his interests. You'll make the reporter happy by showing him you read his work and you'll have the best chance at seeing print!

Thanks to: Shaina Kohan.

45. Explore Editorial Calendars

The best way to approach a magazine editor: One of the most effective ways to attract the attention of an editor is to review the editorial calendar for that publication and pitch a story related to an upcoming issue. This strategy signals to the editor that the writer is sincere in his or her interest and that he or she has taken the time to study the periodical. It also enables the writer to shape an idea according to a defined subject, a specific time frame, and a target audience.

Thanks to: Ari Kaplan of Ari Kaplan Advisors.

46. Skip the Business Blah-Blah

The best way to approach a magazine editor: Make sure that your language stands out in a query. Don't just use standard business English! Be warm, but respectful, and make sure that your letter doesn't sound like it came from a "How to Write a Query" book.

Thanks to: Meieli Detoni of Fa(s)t Fashion.

47. Assistant Editor?

The best way to approach a magazine editor: Think of yourself as an assistant to the editor helping him or her get the job done. Do your homework. Look at the editorial calendar for topics relating to your expertise. Google the authors who write about your topic and read a few articles to understand his or her style. Now that you know you may be able to provide valuable information on a relevant topic, contact them with your idea. Focus on helping the story (not your agenda) and you will be seen as a resource and not a nuisance.

Thanks to: Jeanne Frazer of marketing speaker author + vitalink.

48. Give 'Em What They Need

The best way to approach a magazine editor: An editor's time is valuable. They have so much to do and limited time to do it. Make their life easier and they will use your info - as long as it is relevant. Include all the facts and details - and tell a good story. If it is interesting - and complete - you can bet if they can use what you are pitching, they will.

Thanks to: Shari Lynn Rothstein of SLK Creative.

49. Quality time & get personal

The best way to approach a magazine editor: Focus on quality, not quantity. You can pitch 100 editors the same spam email and get no response, or you can pitch 3 editors with a highly targeted and personalized pitch, and end up with 3 quality stories. Knowing the right editor and adding a personal touch to your pitch is important. Read the sources you want to be in, Google the editors you're targeting, & read their previous stories. Un-targeted, un-personalized pitches will fall on deaf ears, so be sure to target and personalize.

Thanks to: Jenny Finke of HandleYourOwnPR.com.

50. Know the Reporter First...

The best way to approach a magazine editor: Since press releases are now widely distributed via the web, the personal relationship and contact between the PR writer and the journalists / editors has become very impersonal. I recommend studying the characteristics and tendencies of reporters in your field of interest over several months. Then, submit an engaging email introducing yourself, without making any requests on your first contact with the person. Establish a "friendship" before asking for any media coverage for your business!

Thanks to: Darren Callahan of Spectrum 24 Media.

51. Know What They Want - And Give

The best way to approach a magazine editor: Look for an editorial calendar - easiest place to start. As the deadline gets closer, they will be desparate for content on the topic to fill their quota. You can try to pitch them a summary, but they don't have time to work with you - they need it now. Write it and send it to them. A follow up call will make sure they got it. Don't ask if they are going to use it, just that they got it. Include at least 2 images, w/ interesting captions, and to be extra useful send them an html version too.

Thanks to: Greg Quirk of Greg Quirk.

52. Unique, even bizarre titles...

The best way to approach a magazine editor: How creative can you get to simply first gain their attention?

I've landed great columns using titles like these;

The 800 Pound Lie of Guerrilla Marketing
The Secret Language of Influence
The One Sales Test You're Guaranteed to Fail

Thanks to: Dan Seidman of Sales Autopsy, Inc..

53. Pick Up The D#$% Phone!

The best way to approach a magazine editor: You can write pitches all day and e-blast media releases, but I've had amazing results just picking up the phone and talking to my target (journalist).

Forget the media release - editors receive hundreds to thousands every day, as do writers. Don't get filtered out!

After getting your journo on the phone:
1) Ask them if they have a sec to chat (even if they say no, do step 2)
2) Make your 30 sec pitch!
If it's voicemail, leave a message and follow up.

You'll see immediate results!

Thanks to: Patrick Lok of CityMax.com Easy Business Websites.

So many people are afraid to manufacture overseas because they are afraid of one thing…….customs!  Transporting your goods to the USA and passing customs can be a scary idea if you don’t know anything about it.  Most manufacturers (meaning you) use a freight forwarder to take care of the travel plans for their products. The Freight Forwarder will book room in a container for your merchandise, hire a customs broker to accompany it through US customs once it lands and  then deliver it to your place of business…….without you having to lift a finger!

I hope you enjoy this interview with Laree Griffith who is a licensed customs broker in Los Angeles. Laree enlightens us with some terminology so you can sound more savvy, and gives the lowdown how the whole thing works to hopefully scare off any  “customs demons” you might have created in your head!

She has also generously offered to speak to you and answer any questions you might have about the whole process or just part of it.  She can even tell you what your duty charges will be!

Click here to download the interview.

Laree has also provided some excellent links with more information on importing, legal issues, and labeling for apparel.

We all want our customer service to be considered excellent right?   I know when I shop on line, I notice the ease (or not) of the checkout process and appreciate the email with the order confirmation. Just as when shopping in a real store, I notice the interaction with the sales staff -  whether a boutique or the grocery store. A smile or a kind hello can make the difference in my experience……agree?

xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
How can you make your Customer Service stand out from the crowd?

1. Be sure your on-line shopping cart sends an automated “Thank you” email and confirmation of their order.
2. Have an easy to understand FAQ
3. Obviously respond quickly (within 24 hours) to voice mail and email inquiries.
4. Create standard response templates so that anyone on your staff, including a VA, can respond appropriately to certain requests like returns or exchanges, or anything specific to your business. (Like sizes for example or how to use a product even if it is explained on your sales page)
5. Consider a shopping cart that alerts the customer when the items ships with tracking info.
6. You might set up an auto-responder that goes out 2-3 weeks after the item was ordered and asks how they are enjoying it and offer them a discount on their next order – perhaps you can suggest a few items for specific holidays coming up.
7. If it is a store ordering for the first time, follow up with an email and then a phone call to see how it is selling.   You might want to send a list highlighting the selling points to help the sales staff sell better with their first order.
8. Social proof is the best endorsement of your products.  Post a link where they can review products. **
   You can then use the reviews on your website or even post it to Facebook or Twitter.
9. Remember the customer is always right and it’s your job to figure out how you can keep them happy and coming back.  Discounts and/or free shipping are always good options to offer when something goes wrong to bring the smiles back.

As my friend Matthew Goldfarb says, “ A satisfied customer will tell three people in their social circle about you. A dissatisfied one with tell thirty, and then post about it on Twitter and Facebook.”

** I have secured a 10% discount for you on Ratepoint in lieu of any affiliate fees for myself as I don’t participate in those, but instead, pass the savings on to you.  Check it out.

Matthew Goldfarb has the gift of gab and a mind that literally SEES what you want to say, and knows how to translate that into killer copy.  A good copywriter can help you create a sales page, a web page, or a whatever page, that evokes a visual of your product, and strikes an emotional cord with the reader to draw them into your world.

Matthew gives some great advice in this interview and has generously offered to give you each a free a copy of his “5 Secrets to help you Stand out from the Corporate Schlock”.
PLUS – he is offering a free 20 minute conversation or review of your writing to help you improve your copy writing!  After talking to him you may just decide to hire him!

Hope you enjoy this interview and take advantage of Matthew’s generous offer.

After reading his 5 Secrets, I felt rather liberated in my writing.  What really stuck with me was the tips on how to write from the heart and how important that is for your brand.  Of course this is something I know and teach to my clients, but sometimes someone needs to say it a certain way to you before it sinks in and you can apply it to your own work……..anyhow…….it sunk in -  so Thank You Matthew!

CLICK HERE to link to his page and collect your 5 Secrets and connect with him to receive your 20 minute consult.

In 2009, Matthew opened Corporate Renegade Copy, a 1-man copy shop dedicated to taking the skills he honed in corporate America, and sharing them with small business owners and entrepreneurs.

Follow Matthew on Twitter

I have been rebuilding my Simply Sarah website and giving it a major overhaul along with an updated 2010 look.   Woo Hoo!

While working on some back end yucky stuff with my web designers, I realized all of the things you’ll need to have in order to create a friendly and easy to use Wholesale section that will make purchasing fast for buyers.  I hadn’t thought about it in a long time so it was a good refresher course for me, and now I can pass my list on to you!

I prefer to have a totally separate wholesale section for my boutiques so buyers ONLY see wholesale prices. This makes their shopping experience easier, and they can do it on their own time — even in their Pj’s!  Of course, if you can’t afford this option yet, you could give buyers a coupon code for the appropriate discount at checkout if it works for your pricing structure.

TIP: When we give any kind of coupon code to our wholesalers, we use the same code for everyone to make it easier for us.  However, you should phrase it in a way that buyers will think it’s unique to them, e.g.:  Please use this unique code we created for you to make your purchase for free shipping (or whatever).

Things to have for a user-friendly wholesale section of your website:

• Wholesale button on home page
• Simple form to register for a wholesale username and password (and emailed to you for review)
• Easy to find login on home page once they have their username and password
• Wholesale buying section with wholesale prices only
• Ability to adjust shipping costs for wholesale
• Ability to capture their emails for special notices

My suggestion to you on your registration form is that you ask for the information I have listed below and make it required in order for a buyer to register.  When you receive a new registration form, you should call the store using the contact information on the form to verify if the buyer is real. If the phone is answered: “Hello XXX store…”, that is a good sign, but if it is a personal cell phone, be sure to ask for the store’s direct number to verify them.  You can decide at that point if you are willing to sell wholesale to someone who might be selling out of the back of their car, but the choice should be yours alone!

• First and last name
• Store Name
• Store address
• Store Telephone
• Email address
• Cell Phone (optional)
• Resale #

Good luck!

Narrowing your target market is so essential to your success.  The question often is……how do I find them?

I’d like to invite  you to do an exercise that I have my clients do to really get clear about who your target market is. This should help you figure out where they are, once you really know who they are.

Close your eyes and imagine who your ideal client is.  Really take the time to sit with it and get a real image. I find it really helpful to have someone with you who can write it all down for you so you  can just talk and describe the person.

Here are some questions you can ask yourself:

Man, woman or child?
Age range?
What do the look like?
Do they exercise? Are they sedentary?
What is their relationship status?
Do they have children?
Where do they live?
What is their life like? Job? Stay home mom? Kid in school?
What kind of car do they drive?
Do they vacation? Where? How often?
How do they dress?  Designer?  Trendy? Gap? Discount?
Do they have hobbies?
Are they educated? To what level?

I could go on forever…….are you forming an image?
Now with that image in mind……where do they hang out?
Where do they shop?

Now comes the fun part of figuring out how to get their attention!
My experts below give you some great ideas to get started with.

Ok, so are you doing the dance of joy?    This can be a really controversial topic as some people feel you shouldn’t promote this as it’s a breach of privacy – but my take is that if they bought it, and didn’t have an assistant do it under a different name, they are willing for you to use their name.  I see this as a great opportunity to get the word out and get your self some press! If you feel uncertain about this, you can always contact them directly and ask permission!

Remember: The media wants to know about this the minute it happens, not months later when you get around to it.  You have to act quickly to capitalize on this luck and try to turn it into more sales FAST!

So what can you do to spread the good news?

• Get a photo of the celebrity and put it on your website home page saying they bought the item
• Use the same photo on the item page on your website
• Send out an email blast to your list showing the product and celeb photo with a call to action to buy it.  Perhaps offer a special promotion for a day or two.
• Post all over social media – again, a special promotion can help here too.
• Create a “One Sheet” which is a single page promoting the product and celeb and send that immediately to the media outlets you want to be in.  Be sure to only list retail prices when sending anything to the media.
• Send the “One Sheet” to your current store list as well your dream stores to show what a superstar you are.  Be sure to only list wholesale prices when contacting stores with stories like these.
• Add the “One Sheet” to your Press page

Good luck!

My friend Nancy Fox is an incredible networking genius and I asked her to do an interview to teach you some of her awesome techniques so you can be brilliant at it too……and feel comfortable as well.  Does the word NETWORKING make you want to jump out of your skin?  It does for a lot of people, but Nancy has a way of making it sounds so fun that I can’t wait to go to my next networking event and try out her tips and tricks.

Click the link to listen (or download) to the secrets to being a great networker and watch your conversions soar!

Nancy is generously giving away two of her famous tip sheets to anyone who emails her to ask for them.
Are you dying to read these??

• 2 part report Network Like A Fox: Where To Go, Who To Meet and How To Attract Ideal Clients
• Tip Sheet: 50 Great Questions to Break The Ice at Networking Events

She gives ice breaking tips like:

• How can I be a good referrer for you?
• What are some of the biggest challenges in your market?

Stay in touch with Nancy:

Email:  nancy@thebusinessfox.com
Website:  The Business Fox
Facebook: http://www.facebook.com/nancy.fox
Twitter: http://twitter.com/nancyfox

Have you ever had some incredible idea and wondered if you should patent it?  Most people have at some point in their life.  Have you ever seen a bronze plaque of a patent on someones wall and thought it was cool?  I know I have! But the real deal is a plain piece of paper with your patent info…….not a plaque.  Boo Hoo!

I have a design patent and let me tell you – it isn’t all roses all the time.  Yes, I was very fortunate for the first few years until someone started to infringe…….boy was I hopping mad.  After many lawyer letters back and forth and several thousands of dollars, I really got nowhere.  This company was a shell and we could never find a real person to actually bring a suit against so we gave up after a year or two.   Then suddenly, they disappeared for a while (I thought they’d given up and I’d won!) then resurfaced about a year later with a PATENT over my patent!!  After crying to my attorney – there really wasn’t anything to do any more.  Fortunately they sell to a totally different market and don’t seem to be taking away any of my market share – but it is still annoying.  My experts below share a few of their tips for those of you considering a patent.

Hope this helps you make a decision!