Wednesday, June 25, 2008

Publish or Perish

There is a terminology heard often around most institutions of higher learning, “Publish or Perish”. This hold true also in the field of business. Particularly for those of us who sell primarily on line. No one would deny that having a well written article published in a popular magazine will certainly help your business. Most people however don’t really know how much.

But I cant write worth a darn you say. Writing good articles is just like learning to create what you create. It takes practice and you have to be willing to lean techniques and skills to create those great items. The same holds true with writing.

You can always pay to have your articles printed but why bother when there are so many magazines that are actively seeking good articles. I know for a fact that loads of craft magazines would LOVE to hear from the likes of you crafty people (many of which are far more talented in their field than I am). When people like you and me approach magazines with well written articles we are actually making their lives easier.

Submitting articles to magazines isn’t like hunting with a shotgun. You don’t just throw out an article to hundreds of magazines and hope one hits. You need to be well versed with the magazine that you want to submit to. It’s a good idea to read through some back issues so you understand the flavor of the magazine. What you want to find out is what sort of articles do they already feature? Consider the age of the readers that the articles appear to be written for. Can you submit an article that is in keeping with the other articles or can you provide something fitting and yet be different?

You will want to find out what the guidelines for submitting articles are for each magazine and you can usually find them either within the magazine itself or often on their web site. Also don’t forget that most magazines are planning issues months in advance and it may take months before your article is printed. Assuming it is accepted.

When you write or email to the magazines submission editor, keep it business like. Polite, to the point and confident. When you describe the article, don’t give away all the details. It’s somewhat like fishing. You want to provide enough information as to be a tempting bait. If you have the right bait, they will strike, want to print your article. Just make sure you provide enough information so whoever is reading your email knows not only what you are talking about but also that you know what you are talking about.

How to write – This is going to depend a great deal on your own writing style and personality as well as the subject you are writing about. Knowing your reading audience will help you here also. You will need to decide if your article is to be a Tutorial, a Product Review, a Tips & Tricks type of article or just what. This you should decide before writing the article.

Using Graphics – If the magazine allows you to submit graphics (pictures, charts or whatever) make sure they are of the very best quality. Poor pictures will at best just be deleted and at worse can cause them to discard your entire article. Unless it’s absolutely necessary for the article, I usually try to refrain from graphics simply because many magazines are so particular.

Will you get published? The only way to find out is to try. After all, the worst they can say is NO which means you need to do more preparation and work.

Want To Increase The Traffic To Your Store? Get Listed In The Hand Made Product Directory Today!

Copyright © 1988-2008, The Hand Made Product Directory / New Creations Consulting, LLC

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info@dmpmc.net www.dmpmc.net/THMD

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Monday, June 23, 2008

Just some thoughts

For the most part, I usually write about marketing and advertising items that anyone can use. Today however, I want to address primarily those that have listings of any kind in The Hand Made Product Directory. As business owners, all of us are primarily focused on our own businesses. It’s only natural. However, sometimes we develop a bit of tunnel vision that causes us to miss some very profitable sales.

Our main focus is generally on trying to get people to our own web site. Nothing is going to change that. After all, we want those sales. We need those sales.

Let me ask you a question. Have you ever been into a B&M store looking for something but that store didn’t have what you were looking for? Sure you have. We all have. Have you ever had a clerk or store owner say, “I’m sorry we don’t have a pink and purple whatever but I know where you can find that.” What is your impression of that store in general? I know in my case, I am going to be much more inclined to return to that store to purchase items because they really helped me find what I was looking for without me having to travel all over the city.

This same thought pattern holds true for on line shoppers also. We often talk about developing customer loyalty but some times we miss those opportunities to do just that. We plaster the URL of our store all over the place but do we really help our customers and potential customers find what they want? I don’t think we do as much as we could.

Let’s face it, not even Walmart carries everything that everyone wants. It can’t be done. Within the listings of The Hand Made Product Directory, are thousands of stores with thousands of products. Every time someone refers someone to the directory, the chances are very good that shopper is going to find what they want. It may not be from your store but guess who they are going to remember as the one who helped them find what they wanted. The person helping them find it. When they do want something you carry, who do you think is going to be the first store they are going to look in?

If everyone listed in the directory were to tell their friends, family members, coworkers and others about the directory, think how may more people would be coming through the store fronts of those listed in the directory. This equated into an awful lot of more customers who just might find your store to be the one they shop in. Also, think about all the positive PR you would be doing for your own store.

Want To Increase The Traffic To Your Store? Get Listed In The Hand Made Product Directory Today!

Copyright © 1988-2008, The Hand Made Product Directory / New Creations Consulting, LLC

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info@dmpmc.net www.dmpmc.net/THMD

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Thursday, June 19, 2008

Watch Those Drop Down Boxes

Those that visit the directory often will notice that we have made a little change to the Home Page of the directory. The reasoning for this action was based on some information that came to our attention just a couple of days ago. Now this is going to be of special interest to all our readers that have their own web sites. It seems that Google and several of the other big search engines are now penalizing web sites that use Drop Down windows on their web pages in relationship to page rank. They are now considering these as hidden text now. I don’t know their rational for this but in my opinion, it’s just plain stupid.

This could have significant ramifications for many web sites who haven’t heard about this yet. I can’t help but wonder how web sites that have hundreds of categories or departments will handle this. It will require a major rework of their web pages. It is probably also going to make for some very unusual web pages. We still have a significant amount of work to do throughout the directory ourselves yet.

It really irritates me that all us small web sites are held hostage by these big search engine bullies but I don’t see what we can do about it. The types of games these search engines play is one of the reasons The Hand Made Product Directory keeps things so simple on the site. Neither do we complicate it for potential customers to find stores nor do we manipulate them by showing them only what we consider they should see. Hopefully, one of these days, people are going to wake up and tell these big entities to take a flying leap. However, I’m not sure I’ll live long enough to see this.

Shopping is more fun when you find incredible quality at incredible prices! Thousands Of Stores To Shop From

Want To Increase The Traffic To Your Store? Get Listed In The Hand Made Product Directory Today!

Copyright © 1988-2008, The Hand Made Product Directory / New Creations Consulting, LLC

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info@dmpmc.net www.dmpmc.net/THMD

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Wednesday, June 18, 2008

Writing your store and product descriptions

I need to bring up a rather sore subject with some on line sellers so I will keep this very short. It’s the problem of the unbelievably poor descriptions some sellers write for their products and their store in general. Obviously running The Hand Made Product Directory, I see an awful lot of store and product descriptions. Some are pretty fair, some are really good but unfortunately many of them are very poorly written. A store or product description should be written like you would write an ad because in both cases they really are just that.

Far too many times these descriptions are written from the store owner’s perspective and not from the customers. That is the way the customer is going to see it.

There should be three parts to each ad (store description or product description).

- A header which really draws the readers attention. Use motivational trigger words.

- A description which not only describes the product or your store but also contains as many keywords or tags as is feasibly and practically possible and finally. This is how items are found in search engines.

- A a call to action. You want the reader to act on what they have just read. Buy Now, Act Today, Visit Us Now

There are a lot of better written and more detailed explanations about this all over the net which you can search out and read. You might just find that by doing some work on your scripts may have a significant impact on your sales.

Shopping is more fun when you find incredible quality at incredible prices! Thousands Of Stores To Shop From

Want To Increase The Traffic To Your Store? Get Listed In The Hand Made Product Directory Today!

Copyright © 1988-2008, The Hand Made Product Directory / New Creations Consulting, LLC

All rights reserved

info@dmpmc.net www.dmpmc.net/THMD

Tuesday, June 17, 2008

A New Way To Advertise In Your Blogs

Sometimes an advertising concept is dropped right in your lap. That is what happened today. We have been receiving a number of requests from readers on how they wish we had some new ideas about ways to advertise in their blogs. Here is one that just may be the solution for many bloggers.

http://www.maxblogpress.com/plugins/msa/

Shopping is more fun when you find incredible quality at incredible prices! Thousands Of Stores To Shop From

Want To Increase The Traffic To Your Store? Get Listed In The Hand Made Product Directory Today!

Copyright © 1988-2008, The Hand Made Product Directory / New Creations Consulting, LLC

All rights reserved

info@dmpmc.net www.dmpmc.net/THMD

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Monday, June 16, 2008

Selling In Other Countries

For many sellers the concept of selling their products to customers in other countries than the one they are located in is rather a scary proposition. We have all heard the stories about delivery problems, high shipping costs and other not so pleasant problems. It is a bit more involved when selling outside of your own country but considering the possible gain, it might be worth your consideration.

For those that live in the US, the buying power of customers in other countries makes products produced in the US very attractive. Unfortunately, with the increased business can comes increased headaches. Increased delivery times and costs are one of the biggest. We may live in a world of instant communications but when it comes to delivering physical merchandise, things still seem to move at a snails pace. Considering the fact that each country has its own custom’s and importing regulations, some of which can be very restrictive, it really pays to do ones homework prior to selling in other countries.

As an example, let me use one of our companies, DM Production and Sales. DMPS sells Country Rustic & Primitive home décor. Most of it being produced from reclaimed and recycled lumber and wood obtained from Historical Property Restoration Projects. Doesn’t sound like that would create a problem does it. You couldn’t be more incorrect.

Most countries have very complicated regulations about importing wood products of any kind but even more restrictive ones for what is considered Raw Wood & Lumber. It just so happens that this is the category that our products fall into. Without going into all the details, let me simply say that all in all, for us, it just isn’t financially worth it to sell and ship to other countries. Many other products have restrictions on them that the seller must be aware of.

Every seller has to weigh the costs before they begin selling in other countries but if the figures work out for you as a seller, it isn’t unrealistic to see a very significant increase in your sales by opening up to other countries. Initially it may seem a little intimidating but after your first few sales, you will see that there really is only a couple of more steps involved and the rewards are usually more than worth the extra effort.

Shopping is more fun when you find incredible quality at incredible prices! Thousands Of Stores To Shop From

Want To Increase The Traffic To Your Store? Get Listed In The Hand Made Product Directory Today!

Copyright © 1988-2008, The Hand Made Product Directory / New Creations Consulting, LLC

All rights reserved

info@dmpmc.net www.dmpmc.net/THMD

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Thursday, June 12, 2008

Turn Your Competitors into Your Sales Force

After giving a speech to a business group yesterday, I was reminded by one of the participants of an unexpected benefit of finding a safe little market niche. Many established businesses that you might normally think of as your competitors can become your sales force.

Find a niche that is a part of the market that established businesses don't really want to serve. The customers may be too small for their operation, or serving them may be just too inefficient for their size. I have seen this recently in new law practices, landscapers, healthcare, web design, food distributors, etc., etc. Look for needs to serve not just in customers, but also in the businesses already established in the market.

What seems like crumbs to them can become your feast. Actively market to them. You will make them look good, as they will have an easy referral outlet for business that does not fit their model. That keeps them looking like a good guy to their referral sources.

Shopping is more fun when you find incredible quality at incredible prices! Thousands Of Stores To Shop From

Want To Increase The Traffic To Your Store? Get Listed In The Hand Made Product Directory Today!

Copyright © 1988-2008, The Hand Made Product Directory / New Creations Consulting, LLC

All rights reserved

info@dmpmc.net www.dmpmc.net/THMD

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Wednesday, June 11, 2008

Just For All Those Listed In The Hand Made Product Directory

I’m sure this news it will come as no shock to many readers but sales are down. We did a rather informal survey of a those listed in the directory last week and the results were not what we wanted to hear. Across the board and across the various categories we have in the directory, sellers reported an overall drop in sales. Some categories did better than others but on the whole sales were reported significantly down.

It’s also no surprise that the current economy is behind theses problems. When customers feel the pinch, they naturally postpone many purchases only buying what they consider to be really necessary or really great bargains. The temptation for many sellers is to start cutting prices which usually only reduces cash flow for the seller and in most instances is only a temporary solution. Reducing operating and productions costs where ever possible is a given but the big temptation to reduce marketing and advertising must be avoided at all costs.

The general consensus among business experts is that these are the times when marketing and advertising should be increased not decreased. The rational being that competition for those sought after customer dollars is greater during these time greater effort is required to capture them. The good news is this. Since there will be a large number of merchants who succumb to the temptation to reduce advertising, those that don’t give in to the temptation and continue or increase their marketing and advertising efforts are going to actually have a better chance of increasing their sales because they will stand out above those that have stopped or reduced their marketing and advertising.

I know what you are saying. “But I don’t have that much money to advertise with right now.” We here at The Hand Made Product Directory know and understand this. One aspect of our company creates and sells Country Rustic and Primitive home décor so we like you feel the sales pinch also. We also know that we are in a unique position to assist our fellow merchants at this time.

We have a plan that we believe will be of help driving traffic to your stores and at the same time save those taking advantage of it a significant amount of money. Our records clearly show that although the Home Page of the directory is first thing that the vast majority of shoppers initially see, it is through the various General Listings Pages where they head for. One would think that shoppers coming to the directory would use the Search Feature the most but our records are showing that Browsing by Categories is much more prevalent. Shoppers like to look through the Category pages to see what stores are represented. Again we are finding that the majority of shoppers leave the directory by clicking on one or more of these store listings. Since this is the case, it makes sense to focus our efforts at attracting customers in these pages.

Would saving 75% in advertising sound good to you? That’s what we are offering to you. Among the various advertising options available in the directory is one that specifically is geared towards the General Listing Pages. It provides those using it the greatest amount of visibility possible within these pages. It’s Option #4. Details of it can be found in the directory.

Along with this savings, comes the ability to list your products in three (3) of the most visited customer oriented promotional pages in the directory; the Gift Guide, the Style & Fashion page and the Home & Hearth page. Over 65% of every visitor to the directory stops by one or more of these pages to see what products are being shown.

Stop by the directory today, check out the details and see if this offer is one that will work for you.

Shopping is more fun when you find incredible quality at incredible prices! Thousands Of Stores To Shop From

Want To Increase The Traffic To Your Store? Get Listed In The Hand Made Product Directory Today!

Copyright © 1988-2008, The Hand Made Product Directory / New Creations Consulting, LLC

All rights reserved

info@dmpmc.net www.dmpmc.net/THMD

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Tuesday, June 10, 2008

Are Your Customers Experiencing Shipping Sticker Shock?


PayPal questioned online shoppers in the U.S. that had abandoned their shopping cart contents. They wanted to know why. And the winner is --- - shipping costs.

Here is what they found out. - A whopping 43 percent of consumers felt that shipping charges were too high - 36 percent said the total cost of their cart items was pricier than expected - 27 percent wanted to carry out further comparison shopping - 16 percent couldn’t easily contact support with pre-sales questions - 14 percent of shoppers forgot how to log into their accounts.

Since PayPal is probably the #1 transaction processing entity used by many on line sellers, these findings should be considered looking into. Now I don’t believe for a minute, like many other on line statistic providers, that PayPal is beyond using or even skewing figures to fit their agenda but I’m not going into that right now. I do believe however that regardless of the accuracy of these figures, they probably hit the nail on the head. At least in this situation.

No one needs to tell the reader that the ever increasing shipping cost’s are seriously impacting their businesses. We have all seen where a sale has gone south because the shipping costs were higher than the cost of the item being purchased. Most of us have also dealt with customers who ask the question “why so much shipping?”.

I don’t have the answer to this problem and I don’t know anyone who does. I do know however that if you’re experiencing high abandonment rates, perhaps you should shop around for cheaper shipping options. The day’s of using just one shipping carrier for every product you produce has come to an end. The best and cheapest shipping method for one product may not be the same for another.

Now it’s unlikely that even if millions of customers start complaining to the shipping carriers that they are going to reduce their rates. I’m not defending the shipping carriers but just like every other business, they have to pass the cost of inflation on to their customers.

What we have found to be of some help in this situation is enlisting the customer themselves as an ally in this situation. We have found that by explaining clearly to the customer that we only charge the customer exactly what the shipping carrier charges us has been of help. In fact, we place this statement in the description of almost every item we offer. Add to this 110% customer service, before, during and after the sale with great communications will also be of help.

Want To Increase The Traffic To Your Store? Get Listed In The Hand Made Product Directory Today!

Copyright © 1988-2008, The Hand Made Product Directory / New Creations Consulting, LLC

All rights reserved

info@dmpmc.net www.dmpmc.net/THMD

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Monday, June 9, 2008

Enhancing Your Work


Usually I write about items pertinent to on line marketing but every now and then I talk about marketing in the real world of live people. I was at a craft show over the weekend and what I saw there inspired these short thoughts. I say some of the most outrageous display work at this show that I have ever seen. I don’t mean outrageously good but outrageously poor. If I didn’t know better, I would have thought that they had a class prior to the show on how to create the worst display. I would say that about 90% of the displays simply wouldn’t appeal to the shoppers at the show simply because their display theme was wrong and the sales at the show proved it.

A good craft show display fits with the image of your product and the expectations of your target market. A vibrant color in your display may do a great job to draw in a younger crowd. That's great if that's who your craft appeals to. It's not so great if your crafts have a more sophisticated appeal.

Color can also impact the way your crafts appeal to customers when they are up close. You may be tempted to buy a colored canopy because it is on sale, but keep in mind, that color is going to reflect into your craft show booth and impact the way your crafts appear to customers.

If customers are constantly commenting on your great display, you may want to rethink your display. It's great for customers to notice your display at a distance, but by the time they have reached your booth, you want them to notice your crafts and forget about your display. That is unless you want to sell your displays and not your merchandise.

Shopping is more fun when you find incredible quality at incredible prices! Thousands Of Stores To Shop From

Want To Increase The Traffic To Your Store? Get Listed In The Hand Made Product Directory Today!

Copyright © 1988-2008, The Hand Made Product Directory / New Creations Consulting, LLC

All rights reserved

info@dmpmc.net www.dmpmc.net/THMD

Thursday, June 5, 2008

Even You Can Use Autoresponders To Get Traffic To Your Store


Considering the fact that 20% of your customers bring in 80% of your sales, it makes sense to take care of that 20% real well. That means that 20% of your customers will buy again from you if you treat them the way they expect to be treated.

You might even say that one-fifth of your customer base is just sitting there waiting for you to offer them something new! All you have to do is get them to come back through your shops front door.

An excellent way to do that is to be constantly offering some type of downloadable or autoresponder based free item on your web site or blog. It can be articles, how to’s, product updates or what ever may seem appropriate for your web site. If you have your own web site, you probably have this capability through your web site control panel. If not however, you can still make use of this marketing technique.

If you are on line, the chances are 99.99% that you have an email program you use. You just can’s sell on line without one. Here is how you do it.

The first thing you will need to know is how to make your email link that goes on your web site or blog that requests the particular item. This is really very simple. Let me use an example:

Let’s say you want to give away an article you have written. We will title the article “XX” for this example. Your email link will look like this:

mailto:youremailaddress@whatever.com?subject="XX"

Once this link is on line, you will need to set your email program to send out this “XX” article when called for. Depending on the email software you use, the process will be slightly different. In most email software however you can do this by using your email programs filtering tool. You create a filter so that when the above email comes in with the Subject Line saying “XX” it responds by sending either a pre-created Template or a File. This is where exploring your particular email software comes in. You will have to see what it will do. Of course you will have to create the template or file for you email software filtering agent to call upon.

If set up correctly, every time an email comes in with “XX” in the Subject Line, the article “XX” will be sent back to the person sending the original email. You can also have your email software move the original email to a special folder for later use. Some email software will automatically extract the senders email address and add it to either a file or folder in your address book.

By the way, this is a way of gathering email addresses for future marketing but be careful you don’t use them for Spam marketing. You can however get away with a short follow up email to make sure the party requesting article “XX” received it. Some very short and brief promoting here is usually acceptable.

Want To Increase The Traffic To Your Store? Get Listed In The Hand Made Product Directory Today!

Copyright © 1988-2008, The Hand Made Product Directory / New Creations Consulting, LLC

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info@dmpmc.net www.dmpmc.net/THMD

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Wednesday, June 4, 2008

How long are your email subject lines?


This may not seem like all that important a topic or what it has to do with marketing but surprisingly it can make a difference. No one wouldn’t think that anyone would even think of taking the time to research something like this considering all the other important things to deal with but they have.

Research shows that the best results obtained on email marketing comes from subject lines that have a character length either in the 50’s or 80’s. Research also shows that subject lines in the 60’s and 70's. It appears that the 50 character subject line length appears to be the best for special offer promotions and the 80 character range is more suited to newsletters.

Now that I look at these things myself, I think these studies may be right. I get a lot of email newsletters and if I’m in a hurry, unless the subject line catches my interest, I tend to gloss over it. If a newsletter subject line mentions several topics, there’s a better chance I’ll open the email.

Since none of us are mind readers, at least I don’t think so, it is unlikely that we are going to know exactly what is going to trigger the interest of every individual on our mailing lists, it makes sense that mentioning a couple of items in the subject line gives us a better chance of stirring curiosity to a wider group.

As always, what works best for you is what you should use. If what you are currently using is effective great but if it doesn’t seem to be working, you may want to experiment and see what happens.

Shopping is more fun when you find incredible quality at incredible prices! Thousands Of Stores To Shop From

Want To Increase The Traffic To Your Store? Get Listed In The Hand Made Product Directory Today!

Copyright © 1988-2008, The Hand Made Product Directory / New Creations Consulting, LLC

All rights reserved

info@dmpmc.net www.dmpmc.net/THMD

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Tuesday, June 3, 2008

Does Working Smarter Not Harder Really Work?


It does if you do it right. I’m sure you have all heard the term “work smarter not harder” at some time in your life. The term makes sense but let’s face it. It just doesn’t always seem to work out that way does it. We have all had times when we come up with an idea that is a really good one. We figure out all the details, at least we think we have, and we move forward with the idea. Somewhere along the process however we find that we calculated incorrectly and some part of the plan is going to either take longer than we thought or is going to cost more than we figured and budgeted for. This sound familiar?

One way of overcoming these unexpected situations is to allow yourself a buffer in your initial calculations. In both the areas of time and money, you should always figure in at least a 10% (that’s 10% of your initial final figure) for a buffer. If it isn’t needed great but considering the economy these days and the way material costs keep taking a jump every time you turn around, at least you are covered.

The same principle should be applied to your marketing and advertising. What ever you figure the cost to be, add at least 10%. It’s kind of nice at the end of the year to find that you have a little extra money available for that special holiday push you may want to make.

Shopping is more fun when you find incredible quality at incredible prices! Thousands Of Stores To Shop From

Want To Increase The Traffic To Your Store? Get Listed In The Hand Made Product Directory Today!

Copyright © 1988-2008, The Hand Made Product Directory / New Creations Consulting, LLC

All rights reserved

info@dmpmc.net www.dmpmc.net/THMD

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Monday, June 2, 2008

The Perils of Not Using Your Business Email

A large number of sellers of handmade and handcrafted products use a hosting service to host their store. These are great places to have for many merchants. Particularly if you are just starting out, lack the skills to build and manage your own web site or can’t afford to have this done. Some hosting locations are better than others depending on the services and costs involved. The one you choose of course will be based on your own specific needs.

One of the first things you should remember is that you should never use a store’s hosting site’s communication system to conduct business with your customers. After the first initial contact, all communications with a customer should be done using your own business email. If a customer isn’t willing to provide you their email address, there isn’t much you can do about it. Not everyone feel like this but any customer who isn’t willing to provide us with their email at the initial sale isn’t a customer we really want to do business with in the future. It just leaves the entire sale process open for problems if you can’t communicate with a customer. I always ask myself, “are we being scammed” and that feeling doesn’t go away until the money is in the bank. These types of customers are also the type that usually cause you problems in one form or another.

I could recount numerous instances of where a sale has gone down the tubes when relying on a hosting sites communication system. Many in house systems only allow you to contact a buyer a few times. This seriously hinders you ability to provide really good customer service. You should be making contact with all customers, to thank them for the order to confirm the information you have received, when you ship your item, sometimes a follow-up about the current shipping status if the item being shipped is thru UPS or any other site where the shipping time is more than 3 days, a quick note upon the delivery to make sure that the item was received properly and that the customer is satisfied.

Doing this on many hosting sites is considered Spam. But doing this Is just good customer service.

Want To Increase The Traffic To Your Store? Get Listed In The Hand Made Product Directory Today!

Copyright © 1988-2008, The Hand Made Product Directory / New Creations Consulting, LLC

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info@dmpmc.net www.dmpmc.net/THMD

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