Even if you have no images or video, you can convey this same attention to detail with the words you use.
These words all imply a real person paying attention to detail. They appeal to our nostalgic notion that people in the “good ol’ days” took more pride in the quality of the details. It’s not for nothing that restaurants often refer to their “homemade” dishes .
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Twice in the past week, I have come across the word “handcrafted” used to pitch the most unlikely of products.
I got an email entitled “Handcrafted Experiences” from a travel website. Can you picture an artisan in his apron, meticulously forging a travel itinerary? Nevertheless, “handcrafted” gives the message an authentic, custom air.
I saw a similar title on a WordPress themes website: “Handcrafted WordPress Themes For Professional Bloggers.” Themes are hand-coded and they are hand-designed, so it makes sense. The mental image of an artisan (in his apron?), meticulously forging a virtual product, shows how any product can be handcrafted.
2. Offer “the latest”
Harking back to the good ol’ days of quality craftmanship is one way to convey quality. An opposite tactic is to offer “the latest”.
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People assume that state-of-the-art, leading edge products are better quality. Why? Because mankind is moving forward, so the latest is better than the previous. People don’t invent inferior products, do they? Planned obsolescence aside, most of mankind’s newer renditions have been toward better quality:
from outhouses to flush toilets
from car phones to smart phones
from horse and buggy to cars
from hand-held fans to air conditioning
The latest is assumed to be the best, especially with technology. Even when it comes to our health, we rely increasingly on fast-changing technology to detect and diagnose. And so, we find words like “state-of-the art” used to describe services such as those from breast cancer clinics.
Your pitch can go beyond the adjective to describe the exact benefits of being leading edge, as in this description of state-of-the-art dental care:
“We consistently invest in new and proven technologies that improve your dental experience. Modern technology, such as digital x-rays, laser technology, electronic charting, in-office milling machine (E4D CAD/CAM) and digital cameras to photograph your teeth effectively, deliver invaluable information for our team.”
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“The latest” implies that your product is ahead of the others, therefore it is better quality. It also implies a sense of urgency; “the latest” is not just a quality inference, but also a time-sensitivity inference.
3. Give it luxury appeal.
People assume that luxury products are quality products. If you fork out for a Mercedes, you don’t expect to constantly have to return to the garage. It had better be quality.
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There are words that convey luxury and therefore, quality:
all the bells and whistles
Who wants to buy regular coffee, when you can buy a premium blend?
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Even better if you can pitch your product as both handcrafted and premium. This is a no brainer if you sell chocolates, cosmetics or gift baskets; nobody enters such niches without trying to position their hand-crafted products as luxurious with both words and photography.
In other sectors, remember that it’s all about the packaging, high quality photography, placing your product in a high-end context and using sumptuous words of luxury to make your customers covet whatever you are selling. You can’t go wrong by following real estate photo tips. Real estate agents need photos to push up the sale price, so they know what works.
To demonstrate the high quality of your product, even when your customers can’t “feel the quality”, show attention to detail, offer the latest and give it luxury appeal.
One of the more difficult aspects of bringing a product to market on your own is developing an audience. How will you get your product into the hands of consumers who will benefit from it? How will they even know it exists? For any entrepreneur, it’s a central challenge. In terms of accessibility, social media has completely changed the game. Want to quickly drum up an audience? You can. There are so many ways to amplify our voices. And even more importantly, people want to be heard. If you’re in the public eye, it’s almost expected. If you’re creative, thoughtful and persistent, you can connect with anyone.
I always love hearing about new ways of getting in, but I was especially impressed by how well my friend Michelle Morrison has been able to stand out from the noise to promote Pro-Pic — the guitar pick her beloved older brother Rick invented — and share his story. Rick was a lifelong musician who was inspired to design a pick that would “stay where it was supposed to” after a friend began dropping his nearly every time they played together. In 2014, Rick died of cancer. In the last year of his life, the siblings worked closely together to bring Pro-Pic to market. Today, due to Morrison’s tenacious efforts, the Pro-Pic is selling online and Amazon.
I grew to know Morrison several years ago after she became my friend on Facebook, and then my student. What sets her apart from your average entrepreneur is her truly wonderful attitude. This is an incredibly positive woman who does not give up. As far as I’m concerned, there is no obstacle she is unable to overcome. When you are attempting to market a unique product like she is, that’s often essential. When she didn’t get the traction she was looking for when she tried to license the pick, she went another route. She reached out to the music community to help her do a small production run. She began collecting testimonials from people who the pick helps play and seeking out endorsements from popular musicians. All these things add up. That’s how pull-through marketing works.
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I asked Morrison to describe to me how she’s been able to get so many people to help her along the way. Her number-one rule, she said, is to never ask anything of anyone without first giving or knowing that she will give something in return. Or in her words — is able to practice “genuine relationship marketing.” These are her other best tips.
1. Put the social back in social media.
Morrison stands out from the crowd by regularly leaving “inspirational, motivational, positive comments” on the page of people whose attention she wants to get. She respects that good relationships develop slowly. She never changes her profile picture, which is a close-up of her face. “I want them to remember me, after all,” she said. Eventually, the celebrity and his or her followers begin liking her comments in return. Her policy is to never post photos or comments that she’d “be ashamed to wear on a t-shirt.” People learn to value your character that way, she said.
2. Consider reaching out to a local politician for help.
In the fall of 2014, Morrison wanted to get in touch with Willie Nelson. She remembered Nelson coming to her hometown in Ohio once to support Dennis Kucinich. She asked Kucinich if he would forward a Pro-Pic to Nelson in an email. A few hours later, Kucinich called her to express his support. A few hours after that, Nelson called her personally. “Politicians, like entrepreneurs, are always looking for supporters,” Morrison explained. The fact that Rick had terminal cancer was obviously compelling. But it was only through her pursuit of smaller connections that she was able to reach Nelson.
3. Get comfortable on camera.
Video is incredibly powerful. And, the camera will love you if you work at it. Film yourself walking around the house over and over again if you aren’t a natural, Morrison advised. There’s simply no reason not to. And, never forget: People love dogs. If you can incorporate your pup into your video, “Do it,” she said. When her two labs bounded into the frame of the “video letter” she was recording for Ted Nugent and his wife Shemane, she ultimately decided to go with that take. “I didn’t feel like there was a need to stop my camera… so I just kept going and introduced them. They’re little hams.” The Nugents quickly wrote back, “Love the dogs in your video! Would you like us to share it?”
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Context is everything, of course. Before Morrison approaches people whose work she’s familiar with, she researches them even further. “I might genuinely admire someone, have listened to their music, and watched them on television, but I’m not one of those people who knows everything about them. If I’m going to approach someone, I respect them enough to research them.”
And if you’ve done your research, she said, you should have at least a sense of how well your four-legged creature is going to go over. Imperfect can be better than perfect. “Don’t wait until you feel like your video is 100 percent there to submit it.”http://www.reviewengin.com/