The Clean Shower Guide to Marketing
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This one of my favourite posts that was originally published early last year. Now updated and edited to be even more good-er. Enjoy!
I was cleaning the shower the other day. This is something I do regularly. Once a year is regular, right? Just kidding – I clean it a lot more often than that. While sloshing water around and scrubbing the tiles it occurred to me that cleaning the shower is in many ways like marketing your home business.
Read through and let me know what you think.
Firstly it needs to be done regularly. I once lived in a house where we thought the bottom half of the shower door and side was frosted glass, and that round bit on the floor was anti-slip coating. About a week or so after moving in, I cleaned it. Yes, it was ordinary clear glass underneath and plain tiled floor. Yuck.
If you clean your shower regularly, it’s easy. If you market your business regularly, it’s easy. Consistency in small efforts is a lot easier and yields much greater rewards than neglecting it and having to put in hours of backbreaking, gut-wrenching work. It’s much easier to keep up than to catch up.
If it’s done wrong you could end up with a greater mess. Sloshing buckets of water around may be great fun, watching it splash, however it has a tendency to, well, splash. And go everywhere, generally all over the bathroom walls and floor – outside of the shower. Or it just rinses the walls and floor and doesn’t actually clean anything.
You can spend as much money and time as you have on marketing, but if it’s not directed to the right people, if it’s not solving a problem for them, if it’s not compelling them to buy, then it’s a waste of time and money. Know why you’re using a particular marketing tactic, do it right, be focused and see the benefits. Make sure you’re marketing to a niche and not a demographic.
Use the right tools and know why you’re using them. You wouldn’t go to clean the shower with the vacuum cleaner would you? Or with a leaf rake? Of course not, they’re tools for other tasks. You go into the shower with some kind of cleaner, cloths to wipe, some way to rinse off the walls, bleach to clean the tiles if needed, maybe a squeegee. You know precisely what you’re doing (cleaning the shower) and the appropriate tools that you need to do that.
This is where you need to know your target market intimately and thoroughly, inside and out. Why do they buy? Where and how do they buy? What solution does your product provide? How do you market specifically and directly to these people? What medium do they use (online, magazines, forums) to find out about products and ask questions? There’s no point putting an advertisement in the financial times newspaper if your target market loves parenting forums. Don’t put money into any form of marketing just because someone says you should. Know how it relates to your market and what result you expect from it.
It takes work and planning. You clean the walls before the floor. Put bleach on the tiles (my apologies to the environmentalists here) and let it start working before you begin to scrub. And no matter what product you put on the glass and tiles, it still needs some elbow grease to be spotlessly clean. With cleaning, as with marketing, you need to plan the best order to do things.
You can’t sell a product and then tell the customer why they need it. The customer needs to be educated about what it does and why they want it. You, the business owner, need to make this happen. Customers don’t come up and say “I want to buy this widget, what does it do?”. Nuh uh. Customers see your marketing, which tells them how your widget solves their problem and world peace at the same time. And then they come to buy.
And lastly you need to be committed. If you just give the shower a quick swipe over with a dry cloth once a month then you might think you can call it ‘cleaning the shower’. But is it really? If you put an ad in the cheapest magazine once a month, is it the ads fault that no one buys? I have a friend who often tells me that she wishes she could have a profitable online business. And then goes on to tell me how she’s not interested in writing blog posts, or going on forums, or spending money on upgrading her website. She’s not committed to the process or the work required. If your business isn’t profitable, or not as profitable as you’d like, check your own commitment and activity levels first.
What do you think? Are you using the right tools in the right way to clean your shower as efficiently and effectively as possible?
How to screw up a cold call and lose customers
We all need to market and sell our stuff, right? That’s the whole point of being in business. But there’s a right way and a wrong way to sell.
Sell something the right way and the person is happy they dealt with you and everyone is pleased by the whole transaction. Sell the wrong way – or try to – and it ends up a bun fight.
How Not to Cold Call
A few weeks ago I had the dubious pleasure of receiving a business cold call. By the time the call finished I was so angry I rang my husband at work to vent – the venting took longer than the call. (Hubby ended up being late for a meeting, and told his boss “She was way angrier than you, and I have to live with her” LOL)
Normally cold calls don’t bother me. We’re on the Do-Not-Call register so if we DO receive any cold calls it’s generally for my business. Usually it’s enough to tell the person very clearly “Nope, not interested, thanks for your time” and that’s the end of it. Not this call. Here’s how NOT to cold call someone:
The one thing they did right
They rang during the day. Ring me in the evening and you’ve got me offside from the second I pick up the phone. Business hours people, that’s what they’re for.
I love you forever, what’s your name?
The salesperson introduced herself and told me the name of the person she was calling for – I slightly know this business owner from a couple of forums that we’re both on. Her script, after the intro, went something like:
Our business helps other small businesses just like yours to grow and make more money. Tell me about your business, what do you do?
Huh? You rang me, you help businesses just like mine, but you don’t actually know what my business does?
Imagine you’re in a bar and a complete stranger comes up to you, takes you in his (or her) arms, looks into your eyes and says in complete seriousness “I love you and want to marry you, have kids with you and be together until we die. Oh, and what’s your name?”
You’d be like “Get away from me you freakin weirdo!”
That’s what this call was like. First you tell me your business is to help small businesses just like mine to grow – and then you ask me what my business is? If you don’t know what I do then how do you know that your business can help me?
Do some research. Look at my website – it’ll tell you. That’s what it’s there for (ok, one of the things). Or at least reword your script so it’s not so contradictory and doesn’t make me think you’re ignorant.
Pushy Pushy
I told the salesperson a very brief and general description of what I do. She suggested that I needed to narrow down my niche. I said it was a lot more focussed but my description would do for now. That didn’t please her at all. Did she really expect me to discuss my business in detail with a stranger who called me?
And then she started on her spiel. She was selling a course on creating info-products. I’d seen some details from the business owner on a forum, so I knew what she was talking about.
“No thanks, I’m not interested at the moment”
You know how in sales books they tell you that a ‘No’ is only an objection? Well, this person had been reading those books.
She began on the marketing questions that are designed so you either have to sound like a complete idiot to turn it down or you open the door for more selling. Her question was something along the lines of:
“Do you want to learn how to sell more effective and higher priced information products to your customers?”
Well, what am I supposed to say? “No, I like being broke and not selling anything” how stupid would that answer be? But if I say “Of course I do” then she’s got an open door to keep pushing the sale.
So I didn’t answer. I pointed out that it’s a typical marketing question designed to either open the door or make me look stupid, and I don’t appreciate being manipulated. And said again “No, I’m not interested in this product”
The pushy got worse
I’m sure she took my ‘No’ as a personal challenge because she continued to try and sell to me. I ended up saying ‘No’ at least three times, very clearly. I told her “I’m not interested and I’m not your ideal client” and she kept on pushing to sell!
At this point I was interrupting her and talking over the top of her. Rude, yes, but it was the only way to let her know I wasn’t interested short of outright hanging up on her.
It ended when I told her (again) I wasn’t interested and was going to hang up. At that point she agreed I wasn’t their client and we said a rather terse goodbye.
Do unto others….
How many of us enjoy having someone disrespect us and ignore us when we tell them no? Who wants to get off a call feeling they’ve just been manipulated and sold something they didn’t really want? Why are these sales techniques still being taught?
A few years ago I read “Influence: The Psychology of Persuasion” by John Cialdini. In it he discusses the brain conditioning and instinctive responses that we’re all wired with. Marketers hook into this brain wiring and structure their questions so we’ll give them the answer they want rather than look a fool.
Marketing or a Used Car Salesman?
Cold calling works – I won’t deny that. But at what ethical cost? Do you really want to sell to someone knowing that they bought because you twisted their responses? That’s why Naomi and Sonia created ‘Marketing for Nice People’ last year, because everyone is so fed up with the manipulative, sleazy sales techniques that are being used. (Marketing for Nice People is no longer available unfortunately, but if you’re looking for a marketing course try the Marketing 101 – great course!)
The point of marketing is to make the customer be panting to buy the product, to be standing there with their wallet in hand throwing money at you. Not because it’s the only way to get rid of you, but because they can see how that product is going to change their life forever and THEY MUST HAVE IT NOW!!!
Pt 1, the end
After the call, when I’d calmed down reasonably, I sent a message to the business owner to let her know that the call went badly and that I hadn’t appreciated being pushed and manipulated by a hard-selling salesperson. Tomorrow I’ll show you her response, and we’ll have a chat about receiving feedback. Let me just say, her reply was even more entertaining than the cold call!
Why Info Products cause ‘stuckedness’ and how to get unstucked
Hi, My name is ‘insert your name here’ and I’m an Info product addict
We’ve all done it. Bought great info products – ebooks, audios, pdfs, ecourses etc – that are highly recommended and guaranteed to change our lives and send business through the roof.
We all have our favourite teachers, and if they recommend something as being great then we have to get it, right? Because it will help us grow our business, right? So we buy more products. And more. And we keep on buying. And downloading and saving them to the hard drive.
You know that folder(s) on your hard drive that’s full of ebooks, video’s, downloads, pdf’s etc that you haven’t looked at since the day you bought them? How do you feel when you look at that folder? Guilty? Upset? Overwhelmed? Waste of money?
Yeah, all of those feelings, right? Let me tell you a secret – you’re not alone. Really. Many, many people have a stash of info products and have never looked at them. I’m not going to tell you how much I’ve paid over the years for courses that I’ve never started, let alone finished. And hopefully my hubby won’t ask either…. I used to be as guilty as anyone else on this one.
There ain’t no magic bullet
People buy information products in the hope that ‘this one’ will be the magic bullet that rockets them to instant stardom, money and orders pouring in, clients on waiting lists, kudos on the ‘net. And it doesn’t happen.
No product is going to do this for your business. None. Not any. Because all those info products, they’re just tools. You have to use them, and use them in the right way.
So why buy information products?
Because they’re useful and will really help you grow your business. If you use them properly. The problem is that people often don’t use them properly, if at all. They download them, save them, and plan to get to them soon. Unfortunately ‘soon’ never arrives, the novelty fades and the lonely product sits there unused.
So you get stuck into them and start reading
Learning is good, yes? The more you learn the better you’ll be at running your business, yes? Sorry, but the answer to that is often a no.
Too much information is nearly as bad as no information. When you do decide to get stuck in and work through the courses and ebooks you end up with a head full of ideas and no place to start.
Information overload is very real and paralysing. When you’ve got a head full of ideas all bouncing around, and more information being packed in on top, it’s like being in a room crammed full of people all talking at the top of their voices.
Step outside with me
It’s time to get out of the room.
Turn off the noise.
Focus on just one thing.
Realise there is no magic bullet.
The answer to information overload is…
Taking action.
Give your mind a break – chances are that you’ve already read enough ebooks and know what you need to know. See, we get so caught up in ‘learning’ that we stop ‘doing’. We think we have to do things perfectly, and know everything about it, before we can start.
It’s true that we do need to have a certain level of knowledge in order to run a business. It becomes a problem when we think that we have to know everything in order to run a business.
Focus on one thing and put it into action
So here you are – you’ve got a stack of info products, all useful, all highly recommended, and I’ve just told you to stop reading them. Here’s what you need to do to break out of the information overload and get your head right.
Firstly do a brain dump. Every idea, every thought about your business, get it out of your head. Write down the ideas. Paper or on the computer, doesn’t matter. Mind map if it helps. Just get them out of your head. Then save it somewhere so you can find it later.
Back to the information products.
Pick one. Just one. And work through it – do all the exercises or worksheets as you go. Apply every technique in it to your business. Set aside an hour a day to do this. It’s not a race, take your time.
When you’re finished with the first info product, take a break for a couple of days. Then pick another one and work through it the same way. Every exercise, every technique. Rinse and repeat.
Still don’t know where to start?
If you really can’t pick just one info product or you don’t know what you’re trying to do, I recommend starting with our Quick’n’Dirty Business Plan ebook.
Writing out a business plan will give clarity and direction – and from there you’ll have a better idea of what you need to do for your business.
Leave a comment and tell me what you decide to work on and how you’re going, ok?
Why a Business Plan Will Save Your A$$
Let’s go on a holiday
Picture this:
It’s a Saturday and you’re enjoying a peaceful sleep in (you know, those things you had before you had kids). And your darling hubby bursts into the room and says “Honey, get dressed! We’re going on a holiday!”
“When?” you ask, as you crack open one sleepy eye and try to process the sentence through a haze of sleep-induced blurriness.
“Right now” he says “Cmon, the kids are in the car waiting”
So you get up and get dressed, he assures you that you don’t need to pack “It’s all taken care of”, hop in the car and off you go.
“So where are we going?” you ask nervously, thinking of all the appointments and plans in your calendar for the next week.
“On holidays” he replies cheerfully. And HE sure seems to know where you’re going, even if you don’t.
“But where on holidays? For how long?” this really isn’t feeling right to you.
“Wherever we end up. And I don’t know, how long are holidays normally?” Hubby is starting to seem not quite so darling and a bit more annoying every minute now.
“So what are we going to do there? What kind of clothes did you pack?” Maybe that will give a clue to where he’s taking you and for how long.
“We’ll do whatever is happening when we get to a holiday somewhere. And I didn’t pack anything, we’ll sort that out as we go” is the cheerful reply.
Ok, that scenario is nuts
Really, nobody sensible would do that, would they? Then why do so many businesses get treated that way, with a happy-go-lucky “I’ll sort it out when and if it happens” attitude. Why not plan for as much as possible – both good and bad – and prevent as many problems as you can?
Approximately 98% of WAHMs don’t have a business plan. So the chances are pretty good that if you’re reading this and you’re a WAHM then you don’t have a business plan, or at least not a current one. Am I right so far?
And by business plan I mean one written down on paper, not just in your head. Having a plan in your head is pretty much worthless. It has to get out of your head, onto paper, and have foundations and strategies put in place to execute it.
If you’re one of the rare few who DO have an up to date business plan then well done. Pat yourself on the back and take a bow. You’re a rarity and well above average. It’s also likely that you’ve been around for a few years and experienced first hand the advantages of a business plan.
Why WAHMs don’t write business plans
Here’s a list of the most common reasons that I hear around not writing a business plan:
- It’s too hard
- I don’t know what to put down
- I don’t need one for a home business
- It’s in my head
- I don’t have time
- I had one but it didn’t work
- I tried and it was too complicated
- I know what I’m doing
- It started as a hobby and I never got around to it
- What’s a business plan?
Planning your business is like planning your family
Think about this – there’s a lot of similarities between planning your business and planning your family (although I won’t insist on you writing down your family planning).
- Some people plan their families years in advance and the timing works out perfectly for the families and they grow precisely in line with their plans
- Some people get a family when they least expect it – what started as a bit of playing around suddenly takes on a life it of it’s own and you’re responsible for it
- Sometimes people will have a great family, and suddenly something outside their control happens and the unit is damaged, separated and destroyed.
- Some people plan for a steady increase in their family, but nature ‘happens’ and they get double or triple what they were expecting
- Or you hook up with someone, and suddenly it’s a package deal and you get fully-developed stepkids, full or part time, thrown into the bargain
- Some people plan to have a family, but no matter what they try and no matter how much money they put into trying – nothing happens, their family never grows and they eventually give up trying and go on with other life.
‘Business plan’ is not a four letter word
All those reasons we saw above are just excuses. None of them are valid, legitimate reasons when you really get down to it. If you’re going to have a business then treat it as a real business, plan for growth and development and make it happen.
Want to get off to a quick start?
If you’re in the 98% of WAHMs who don’t have a current, written down business plan then check out our No-Plan-Preneur Quick’n’Dirty Business Plan guide. Priced at only $6.95 and designed to be both fast and easy, this ebook will give you a quick shot of motivation and get you and your business headed in the right direction.
SuperWAHM EZ-Notes – Pre-Release Sale and Giveaway
Our first new product release for 2010. Announcing SuperWAHM’s EZ-Notes!
The 2 for 1 sale referred to below is now finished. Click here to buy the Ebooks.
What are EZ-Notes?
A series of quick and easy to read ebooks, in pdf format, that each deal with a problem common to work at home mums. Priced at US$6.95 each they’re the cheapest, fastest and easiest solution you’ll find anywhere on the net.
We’ll be releasing 1-2 new titles every month, all at the same low price.
What titles do you have?
Our first two titles are due to be released on Monday 25th January. And here they are:
The No-Plan-Preneur
Are you a Work at Home Mum whose business grew from an interesting hobby into a business? Didn’t plan on it being a business at the start but you’re happy it is now? This ebook is for you.
Talking about how you got where you are, and how to see where you’re going, this ebook covers the most common issues that hobbyists-turned-entrepreneurs deal with, and how to avoid getting stuck in them yourself.
Avoid the usual pitfalls and get your business rockin’ ahead with the EZ-Notes No-Plan-Preneur!
The Non-Planner’s Quick’n’Dirty Business Plan
Don’t have a business plan and feeling stuck? This EZ-Notes ebook is for you. Draft out a quickie business plan to get you past that hurdle and moving again, all in the time it takes to do a load of laundry. If the thought of writing a full business plan gives you hives, this ebook will be the soothing calamine that eases the hurt and soothes the pain.
No, it’s not a replacement for a comprehensive plan that takes you years into the future. It focuses on the next 2-3 months, in a format that is simple and easy to use, and quick to put together.
Yes, you can keep on simply writing a Quick’n’Dirty plan every few months as the previous one is finished.
Yes, it’s designed to be quick and simple to use. Generally, a Quick’n’dirty plan should take about thirty minutes to an hour – just enough time when the kids are down for a nap, waiting for a ballet class or football game to finish, or even just while the washing machine is running.
No huge brain pain, just a simple step by step guide to plan your next few months for great business growth with the EZ-Notes Quick’n’Dirty Business Plan.
Special offer and a giveaway for our readers
From now until Thursday January 21 you can by both these EZ-Notes ebooks for our special pre-release price of $6.95 – that’s two for the price of one.
Simply click here to buy both EZ-Notes, valued at $13.90, for just $6.95. That’s both ebooks for the low, low price of one EZ-Notes after next week. Buy now at the special pre-release price and on Monday 25th Jan you’ll automatically be sent a link to download your purchases.
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Leave a comment and win both EZ-Notes Ebooks
Leave a comment and tell us why you became a Work at Home Mom. What inspired your decision? What were the most important factors in deciding to work from home?
On Friday, I’ll pick one lucky commenter – using Random.org – to win both ebooks. If you’ve purchased them already I’ll refund your purchase price, if you haven’t purchased then I’ll send you a download link on Monday 25th. The winner will be announced in the comments on this post, so make sure you click ‘Subscribe to Comments’.
Do you have friends and other work at home mums who you think would benefit from EZ-Notes? Please send them a link, email them, forward on the RSS feed and invite them to come and take a look.
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Yours free - No email, No signup, No strings
Just click here to download WAHM Manifesto (526)
Meet Mel:
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The web's business planning expert - just for work at home mums. Together we'll find the time for you to make money.