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How to get your product seen with maximum impact and minimum spend

If you want your product to have maximum impact with a minimum spending, you need to get some C.L.A.R.I.T.Y.
I've asked a lot of product business owners, and they tend to make things that they love, but they're not actually thinking about what their customer wants and end up wondering why they're not getting sales. This is all well and good if you love your product, but unless you are 100% about your target market, it might not resonate with them.
Here’s my step-by-step guide on how to get clear on your product:-

1. Customer
This is who you need to keep in mind when you're planning your product. Some of the questions to think about are:-

• Age
• Gender
• Are they children?
• Are they teenagers?
• Are they older?
• Are they married or single?
• Do they still live with their parents?
• Do they have kids?
• What values do they live by?
• Are they very eco-friendly?
• Do they only use organics?
• How much money do they earn?
• How does what they earn impact on their social life and their hobbies?
• Do they only buy things when they really need them, or do they have spare income which enables them to treat themselves?

What I find useful is to have a vision board, I literally just use a pin board and it has on it all the different things that remind me of my target market to keep me on track. For example, I have words like driven, action taking, empowerment, stop with the excuses, scale up, fresh marketing ideas. I also have pictures that I've cut out of magazines of people that look like my target market. I've drilled down that much to who they really are and it’s so helpful.

It's also useful to think about what social media platforms they are using and do your research. Find out where they are and put all your effort into that one platform. If you use a scheduling tool such as Hootsuite, you can post across Facebook and Instagram at the same time which is really helpful, but if you can just focus on one platform 100% that really helps.

Don’t forget about Pinterest or You Tube too, they are both really powerful marketing platforms which often get forgotten about.
Also, what groups are your target market a part of? Write down some groups that they might be in, on and off Facebook. There are still lots and lots of forums out there that people are part of and it is a great way, sometimes, to just have a break from social media and go somewhere else.
The important thing is talk to them, be yourself, make conversation, answer their questions and just have a chat with them, find some common ground and then they will remember you.

2. Love
Will the customer love your product?
You make the product for them, you don't make it for you, so you need to put yourselves in their shoes and develop a product that’s going to be good for them.
What makes it unique for them? Could it that you've personalized that product and that's what they were looking for? I bought a personalized badge for my son for his third birthday from a lovely woman called Denise and it was fantastic. It’s a great keepsake which we will keep in his birthday box so he can look at it in the future, and I will definitely buy another one, and another one, and another one for as long as she's still making. It was made exactly to my specifications with things that my son likes, so that, to me, is what made it unique and special and that's what I loved about it.
If you're making home wares, or if you're doing wall prints, think about the theme of their house. Envision yourself... you've been invited around for a cup of coffee, picture yourself walking into their house. What does it look like? Is it all neutral tones? Is it bright colours? Is it really modern, or is it more cottagey? Think about all those things and the more and more you can hone down on it, the better your product will be for it.

3. Ask Questions
A major part of any product development is surveying your audience. I do this every couple of months for my craft supplies page and I use a company called Typeform ( You can include 10 questions for free and you get a link for customers to follow so they can answer and you get the answers emailed to you.
I ask questions like, "Are you happy with the website? Are you happy with this?" But obviously, you want to keep it product-related. So maybe ask them about the product now that you're starting to think about developing. You may have three or four ideas so you could ask them which one they prefer, what sizes, colours, price, material. Some people might like linen, natural and other people might want just organic cotton or bright prints or plain. By really honing down and asking those questions, it will help you to understand your target market a bit more too.
You could even put your survey into groups and you should get some really good answers back and you’ll get your target market much, much faster.

4. Be Realistic
Now this one is a biggy! It's about being realistic. It's about profit. You've got to be profitable and the ultimate goal is full-time making a profit and getting out there, hiring other people, and working ON your business and not IN your business.
Once you've got the idea of your product, what materials you're going to make it in and the size you're going to make it in, you need to look at your costings, including:-
• Materials
• Time (you shouldn't be paying yourself any less than £10/hour - I think that the national living wage in a few years is actually going to go up to over £10, so that is a good place to start)
• If you hire someone else to make the product for you – don’t leave yourself out of pocket.
• Admin costs
• Packaging costs – are you going for eco-friendly, plastic or recyclable packaging. Is it going to be a box or a mail bag? Do you need tissue paper? Do you need branded tissue paper?
• Photography - are you going to have professional photos taken?
• Business cards
• Website
• Tools
• Rates – electric, water, lighting, phone
You've got to write ALL of your outgoings down and work out how much it's going to cost you to make those products. Be realistic though, if the product is going to cost too much to produce, don't make it and lose money.
Don’t forget also, if you want to wholesale your product, a wholesaler will offer you 50% off the RRP. They want to make 50%, so they will knock 50% off your RRP.

5. Information
So, you've developed your product, you've worked out your costing, now you need to write down everything about that product and have a think about what the customer needs to know about that product. For example, if you make chocolate, think about the taste of it, any allergy information, is it a thick chocolate, a dark chocolate, a milky chocolate, etc.
It’s useful to write down bullet points of it like you're telling somebody who can't see it and then they have to draw what you've told them. You could try this with a family member, you could explain it to them with a screen in front of you or in the next room and ask them to draw what you've told them. Then you can see how close you are, and just keep going until you've got it down. This will then be the best item description you will ever have and it’ll also be really good for your marketing campaign.

6. Take it further
Now that you've got an amazing product, it's gone out into the world and it's amazingly popular, which is exactly what you wanted it to be and it's exactly what it will be because you followed this method. So how can you monopolize on this? How can you take it further? Could you turn it into a collection, have it at different price points?
For example, say you are a luxury candle company, and you only make large candles, could you make a small size? Could you do wax melts? Could you start selling oil burners with it, collaborate with another company, do oil burners as well as the wax melts? Could you do a trio of smaller ones that they could then give to their friends as a present because they're so happy with their large one? You can then have a gift section.
Have a bit of a brainstorm about how you can take it further and maybe turn it into a collection of products or look at different price points.

7. Why?
What pain point or problem does this product solve for your target market? It’s easy to immediately think "Oh, there isn't one, it’s just a piece of ribbon”, like I used to, but you need to dig deep and ask yourself, "Why are they buying it?" My customer is buying it because they want to wrap something up, and that ribbon is the perfect colour for their wrapping paper. You've just solved a problem.
There is a pain point or a problem for every single person and product out there. The birthday badge that I bought, solved a problem. I wanted a badge that matched my son’s party theme, with his name and age on and in his favourite colours, so that solved my pain point. I wanted something unique and I got it.
So have a think about what problems, what pain points does your product solve. Ask yourself why. Why does it solve this problem? Why have they got this problem? And just keep digging down deep into why.

 To help you get CLARITY I've created this free guide: 


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