Re: [AlpacaTalk] Marketing
Thanks Ellie! Those are great starting points.
Heather
On Nov 7, 2008, at 10:08 AM, Ellie Winslow wrote:
> 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.
>
> ************
>
> 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://beyondthesid
> 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
>
>
>
>
>
>
>
> [Non-text portions of this message have been removed]
>
>
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posted by Chaddo at 10:42 AM
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