Re: [AlpacaTalk] Marketing

Hi Heather and all alpaca breeders who are hit with the economy!  That's pretty much everybody, I bet.
 
You may know that I teach marketing.  I do workshops all over the alpaca world and of course I have books and now a CD set of one of my workshops.  I'd love to sell more of those things, but that's not really what I want to say here.
 
You all can be successful but it takes some work!  You can do it with or without AOBA.  It's up to you!
 
Here is a back issue from my blog that gives you a short version of how to do it.  Follow the steps, get creative, you'll sell more animals and more products!  Promise!  Brought to you courtesy of Beyond The Sidewalk.
 
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When I teach workshops we cover this formula.  Of course I do it in four to eight hours in a workshop, but here are the steps in condensed form to get you started.  For now, we're looking at the basics.  Refinements and advanced techniques can come later.
 
Step One:  Goal setting.  If you don't know what you want to accomplish and don't lay out the process for getting there, you won't.  Goal setting involves a clear picture of the results you want¾specific details.  It also involves a time line.  Good goal setting is creating a flow chart in reverse. 
 
Once you're clear on exactly what you want to accomplish ($25,000 in income or $100,000 in income or selling X animals/products)  ask yourself this question:  What has to happen first in order to reach that goal?  Work backwards.  Start with where you want to end up, then trace the pathway back to where you are now.  (See Growing Your Rural Business for a chapter and template on goal setting) or make your own.
 
Step Two: What's getting in the way?  What about your goal makes you uncomfortable,  leaves you feeling nervous, afraid, insecure?  These are probably the things that are getting in your way right now.  Learn strategies for dealing with the "scary stuff" of marketing and taking risks.  (See the Chapter in Growing Your Rural Business, Stepping Out of Your Comfort Zone.)
 
Step Three:  Learn how to put the customer first.  If you don't know what I mean yet, go back and read some of the previous material from my blog or books or seminars.  Quit talking about yourself, your farm and your stuff.  Start talking about how you solve problems and makes dreams come true for your customers.  This is the KEY to reaching customers.  When you write something or say something to a customer, always ask yourself, who is this about?  Me or  my customer.  'Cause he doesn't care one whit about you.  He only cares about himself.  That's how you reach him.  It's the secret to selling more stuff, and all my books have chapters about it.
 
Step Four:  Get an organized marketing plan.   Good marketing will include 6 categories of projects.  Internal events, external events, media ads, research and development, outreach (giving back to your community) and what you do to say thank you for those who are part of your team.  I have included an easy, visual marketing plan that really works in every one of my books.  A plan is mandatory.  And you need to  keep records on how effective everything you do is.
 
Step Five:  Learn how to write better ads:  It's called copywriting.  There are basic rules that make your ad-writing better.  Much of it involves having a good headline.  Ask yourself if your headline is interesting, compelling, gets the reader hooked or is it boring?  'For sale' is a really BORING headline.  It doesn't catch anyone's attention.  It doesn't get anyone excited or tell them why they should do business with you!!!!  (See Marketing Farm Products for tons of copywriting help, more in Growing Your Rural Business!)  There are about a million books out there about copywriting.  Learn it.
 
Step Six:  Discover all the new places to find customers.  There are actually thousands of places, both virtual and physical, most you've probably never thought about. This involves thinking in a new way.  Almost everything you do in life can be turned into a marketing opportunity.  Since you always find what you look for, start now to look for new places, ideas and opportunities for marketing. (See Marketing Farm Products for the chapter, Places To Market.)
 
Basic steps create new customers and more income.  Master the formula and you're well on your way!

 http://beyondthesidewalk.com
Marketing Workshops, Books, blog/free newsletter & consulting:
Growing Your Rural Business: From the Inside Out
Marketing Farm Products: and How to Thrive Beyond the Sidewalk
Making Money With Goats

 

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