Tag Archives: newspapers

The Big Issue is – it’s all about selling

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Quite a few of my friends, especially those in the fitness industry, are trying to start local businesses at the moment and seeing the guy selling The Big Issue this morning it got me thinking about spreading the word.

How often have you actually stopped and bought a copy of the Big Issue? I have to admit that for me, it is extremely rarely. It’s not that I don’t support the concept behind the magazine and the good job it does helping the homeless to help themselves; I just sometimes get annoyed by the tactics and spiel used by the vendors. Some just shout “Big Issue” and ram the magazine into your face whenever you get within shoving distance. Others stand blocking the doorway to sandwich shops and supermarkets and act as if the purchase is an entry requirement.

Unfortunately shoving and blocking is not selling and it is selling that is needed here.

I am sure that it is not the fault of the Big Issue vendors. Perhaps they are not advised how to sell the product and are just given a satchel full of magazines to hit the streets with. But there is one vendor in Edinburgh who is completely different. He doesn’t shout, ram or block. He sells the content and the benefits of the magazine. He’ll say, “In this issue read a great article on the new series of Doctor Who. Matt Smith’s interview is worth the cover price alone. Hear what he really thinks of predecessor, David Tennant.”

That sort of messaging does grab my attention. It makes you realise that the magazine has content you might want to read. This guy knows what he’s doing and I would bet that he sells many more copies than those working in busier locations. Perhaps he should be teaching the others how to sell.

It is one of the basic rules of business – sell the benefits not the product itself. When you open a new business you have to let people know you are there. Drop leaflets, advertise locally, talk to journalists, go on local radio and announce your presence and most importantly tell them what you can do for them.

If you own a shop you would change the window display frequently so that people who pass by everyday suddenly see a new reason to slow down and go in. If people weren’t coming into your shop you might stand outside and try and entice them in. Again to be successful with this you would focus on the benefits rather than the actual products. I can see that you sell fruit; that’s obvious and I might walk past. But tell me that you have the new yellow raspberries which are much less sour than the red ones and I might pop in and buy some.

Some products are less visible than even the most poorly sold copy of the Big Issue. Selling a service, like personal training may have no obvious “shop window”. Without a shop window we cannot expect people to know who and where we are. But the modern world of internet, social media and digital communications offers an amazing array of selling tools that can be become your shop window in the local area.

Use Facebook ads to target the local population and age demographic. Send regular press releases to your local newspapers and radio stations. Drop leaflets into doctor’s surgeries and and other places where people have time on their hands.

A Big Issue vendor wanting me to buy the latest issue has to tell me that there is something inside it that I really want to read as opposed to just reminding me that the publication exists. Awareness isn’t enough, but fortunately there are very cost effective tools that exist to enable you to turn that awareness into interest, then turn that interest into an opportunity.

Hacking and the Future of the Media

The Crazy World in which we Live, , , , , , ,

During the MP’s expenses scandal the media, and the printed media in particular, delighted in exposing various claims for porn movies, the costs of second homes and the cleaning of ponds. The public’s view of politicians was at an all time low. How dare they treat tax payers money in this way? Especially during a recession when everyone was finding it hard to make ends meet.

Now those same politicians, even some of the discredited ones who still hold office, are baying for the blood of the media as the phone hacking saga continues with shocking new daily revelations. The former editor of the News of The World has just been arrested by appointment – a process that certainly takes the fun out of the traditional dawn raid where doors are smashed aside with bright red enforcers. And of course there will be an inquiry and undoubtedly there will be some new regulations as a result.

I know many journalists and all of them are honest and equally horrified by what has been going on. In our internet and social media soaked world where there is information overload, sometimes I think that it would be good for journalists to be a little more investigative. Ask a few more questions rather than simply rewriting the hundreds of press releases they receive everyday. But if investigation crosses the line into illegal behaviour then that’s not the type of investigative journalism I want to see.

My concern is what the regulatory outcome of all of this will be. The MP’s expenses scandal reminds us that as well as reporting current events, that the press provides a sort of regulation of politicians on behalf of the public. On the whole MPs will be terrified that any indiscretion comes out in print and scuppers their hopes of re-election.

If the media becomes more heavily regulated then the freedoms they currently have to report potential wrong doings in the corridors of power might be eroded or curtailed. We have to punish those responsible for hacking the phones of victims of terrible crimes. But once that is done let the honest journalists carry on their work, otherwise we might find our politicians even less accountable to those they are meant to serve than they are now.

Pippa’s posterior and the power of social media

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I saw a headline the other day proclaiming that “Yoga can give you Pippa’s Posterior”. This is just one of millions of references to this now famous rear, but one that attracted my attention more than most due to its link to Yoga and fitness.

Whether you are a fan of the monarchy or not, no one can deny the sheer spectacle of the Royal Wedding and the resultant media frenzy it created. With so much doom and gloom in the world at the moment – the endless talk of coalition cuts, natural disasters, wars and terrorist atrocities – the chance to have a day off work and indulge in some pomp and circumstance was for many the panacea to the winter blues.

The usual celebrities were on hand. Elton John lending his vocal talents to the hymns alongside Victoria Beckham who was actually thought to be singing live as opposed to miming. And as the Queen of PR and original wag she didn’t miss the opportunity to wear an outfit from her own collection.

pippa's posterior power of social media

There were fashion failures with some of the hats resembling rejected monster costumes from the latest series of Doctor Who. And there were fashion triumphs as well, with Pippa Middleton’s tight fitting dress creating a wave of admiration across the world. Many column inches have been devoted to her eligibility and to the quality of her attire. Facebook pages have even been set up in admiration of the shapeliness of her bottom.

I cannot actually believe the number of blogs and the pages of tweets that have been posted on the subject of the bride’s sister’s behind, some of which are incredibly well written and funny.

The power of social media

It has been like a viral marketing campaign beyond the wildest dreams of even the most accomplished marketeer, embracing multiple modes of communication, and once again highlighting the power of social media. It’s a fact that whichever industry we work in, we ignore this rapidly evolving and changing sector at our peril.

If you can create something of interest that grabs people’s attention, then the internet and the social media channel could take over and do your promotion for you. So whether you work as a fitness instructor, or if you sell widgets, as you strive to promote your business, ask yourself a question.

What is your equivalent of Pippa Middleton’s bum?

Over to you: What is your favourite example of something that has gone viral thanks to social media? Maybe it is a YouTube video or a funny photograph. Please post a link to your favourites by leaving a comment below.