Smart marketing For Product-BaSed BuSineSSeS

Smart Marketing For Product-Based Businesses

Module Six: Marketing

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CONTENTS

Welcome!

Questions question 1 -- I love to create, but I don't want to be the person in front doing all the marketing. Can I hire people to do the talking and copywriting for me? Is that bad? page 4

question 2 -- How can I make sure that me and my product are clearly linked in all design and messaging without things getting too complicated or cluttered? page 9

Even Deeper: page 11 -- More Insights on Module Six

Spotlight Case Studies: page 12 -- Grace Kang page 14 -- Angie Green page 15 -- Lindy Bragg page 16 -- Peta Serras page 18 -- Nicki Traikos page 19 -- Gunilla Eisenberg page 22 -- Elzemieke De Ti?ge page 23 -- Elisheva Manekin page 24 -- Rhonda Lee

It's "You" Time: page 25 -- Your Notes on Module Six

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Welcome!

You did it! You made it all the way to the very last module of B-School and the last PDF in our series for B-Schoolers with product-based businesses. Now's the time you get to put everything you've learned so far to use--but we know you still may have questions. Here, we'll address some tough topics such as how much "you" people should see in your brand, and if it's really OK to hire people to help you with things like copywriting.

Finally, we've collected nine more in-depth case studies filled with new ideas, stories, and personal strategies to inspire you and your business. As always, you can find a section just for you at the back for notes, scribbles, and more. If you haven't already, I encourage you to check out all the contributors' websites. This series would not have been possible without their incredible generosity--thank you!

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Question 1

I love, love, love to create! But I want to hide in the background and watch other people enjoy my products--I don't want to be the front person doing all the marketing. So this module is a big challenge. Is it okay to employ people to do the talking and copywriting for me, or is that a bad thing?

answers

Marie Says: Yes It Is!

"I just hired a social media assistant and I love her! She's way more outgoing than me and loves to do the talking. But I still continue to grow in my approach to marketing. Even if you hire somebody to do the talking for you, she or he still needs to reflect your brand, your values, and your vision. It's up to you to show them what that is." - Nina Huang

"This is a personal choice but I tend to lean towards the `personal' element of connecting with the founder/entrepreneur especially when it comes to emerging, small businesses. You want them to be engaged with the story of why you started the brand and the work that you do. Think about what you're doing when you're creating. It's likely interesting to your Ideal Customer Avatar or your audience! Why not share that with them? Seeking help from a copywriter is a reasonable idea, just make sure that they have a good sense of your brand tonality and essence, and that they can create authentic copy that speaks to your ICA." - Kristi Soomer

"You are the business owner. You get to delegate whatever the heck you want to. Just make sure you remain the CEO and head of your company in real life, and ensure that all of your hired copywriting, etc. fit with your vision and goals." - Megan Petersen

"Who better to talk about your product than yourself? How can someone else be as passionate as you are? Why do you create what you create? What challenges do you face? How does your product make others feel? How does it change their lives? Alexandra Franzen got me started writing about myself, what I do, and for whom, and I have been writing product descriptions using some prompts from her posts and wee books on copywriting." - Laura Jacquemond

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answers

Question 1

Marie Says: Interesting Point!

"I think if you find the right people who do it well--and do it in `your voice,' with your story and your `why,'--this can be an awesome thing." - Ursula Markgraf

"It is OK, but be transparent about it. Mention those people as part of your team, and give them an opportunity to express their own voice." - Whitney English

"I see this a lot with the creatives I coach--you're not alone. However, marketing is a fact of life for a business and it's definitely not something you should shy away from, but find ways to embrace it that are aligned with who you are. First off, don't listen to anyone who says you need to do all of the marketing tactics that others businesses do. There are ways to market that don't require as much writing or `showing' of yourself.

However, I highly discourage anyone using an outside source to be the voice of your company unless you know without a doubt that they fully understand your vision and who you are as a creator and a person. The biggest mistake I've ever seen in business is someone who hired a professional to blog for them and then when it came time for them to speak for themselves, they couldn't live up to the expert-sounding writer. It became an embarrassment for them." - Dave Conrey

"Absolutely! Find people who are passionate about those pieces of marketing and excited about what you're doing and employ their help. This will leave you with time to focus on what you're best at. That said, don't shy away from marketing just because you're afraid. This can be an area of tremendous growth that impacts your life, both personally and professionally." - Allison Rivers Samson

"Employing others for positions we don't like or are not adept at is fine. Find the right people, make sure they're writing with your essence, and check and edit all drafts before they hit the `send' button. It's your business." - Elise Muller

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