Tuesday, August 22, 2017

What Is The Most Important Step In Selling Your Videos?

October 15, 2009 by  
Filed under All Posts, Marketing

I often get questions from skeptical people who ask, “can you really make money producing and selling special interest videos?” This photo of today’s batch of customer orders speaks for itself.

We just had a great couple of days of sales. This photo represents orders that came in primarily over the internet while we were working, eating, sleeping, going out over the weekend and generally doing what we felt like. ShipmentsOct13For us, this is the start of the Christmas buying season and it is only the middle of October, so we are excited.

What caused this burst of sales?

One word – Marketing! We just did an email blitz to our customer list, followed a mailing of a brochure and sales letter. The point to take away from that is that we did a two-prong approach; email and good old fashioned USPS mail. We also mailed a press release to over 150 newspapers.

I got my marketing experience in direct mail marketing, starting over 30 years ago, and I cannot overemphasize that direct mail still works when done properly, and it works well. I love the internet but I advise you not to get so enamored with the web that you neglect other avenues to market your goods. There are many ways to market your product and most businesses only use 2 or 3 of the ones at their disposal. If you expand your marketing efforts, you expand your potential to make sales. Yes, there is a higher cost to direct mail, but the way we calculated it, we only need a 2-3% response rate to have this mailing be profitable.

For heaven’s sake, don’t just build a website and expect people to find you. That saying “If you build it, they will come” is absolutely not true and can be dangerous to your financial health. You have to market and market well. If you don’t know how, then find someone who does. If you haven’t done so already, sign up for access to our How To Sell Your Videos Secrets by clicking on the link to the right of this post. There is some good marketing advice in there for any business owner.

Some of these boxes in the photo contain orders worth well over $100. The average order size is around $45. It is composed of DVDs which we produced, books, and a new line of greeting cards. As I’ve advised readers in the past, it pays to diversify your product line. If you only have one or two items to sell, you greatly reduce the chances that you will make a sale. The deeper your product line within your niche, the more likely you will make a first sale and then get repeat sales of additional related items.

I learned a few things from this mailing. First, we offered a one-day, 2-for-1 sale on a popular DVD we produced. I don’t know if it is the economy or that this promotion focused them on the product, but I was amazed at how many people took advantage of that sale. This is a DVD we’ve been marketing to this same list for over four years. We’ve sold over 5,000 of them but this promotion seemed to catch people’s attention.

I suspect it is the economy, and people are stocking up for Christmas gifts at bargain prices. At this time you should be aware that people are still watching every penny, so price your products carefully. Coupons, discounts, bundles, premiums… they all work and are good incentives for people to buy now.

Another lesson I re-learned is to follow up. One of our envelopes came back marked undeliverable. I just knew that this potential customer would want to know about this new product so I phoned them. Turns out I had a bad mailing address, and indeed they wanted the product. She bought over $200 over the phone, sight unseen, and promises she’ll buy more.

These sales are from just one of my web stores. I have over half a dozen of them. If I focus my marketing efforts on all of them like this, and keep the pressure up, just imagine how that will affect our bottom line. And guess what… I plan to do just that.

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