When many people launch a product, they don’t do much to promote it afterwards. Sure, they might put it in their store, or offer it on a discount from time to time in a sale, but there’s not much going on to direct people to the fact that the product exists and is still 100% ready to purchase.
That’s kind of tragic, because there are so many easy ways to get consistent traffic to your sales pages every day of the week, without having to do any direct, overt promotion.
That’s where your content comes in. If you write the right kinds of blog posts, you can direct people to click over to your sales pages over and over again, and there’s no aggressive selling required.
All you need is a good reason to remind them your product exists, and your monthly, weekly, and even daily sales start going up.
So, about those good reasons… today we’ve got 7 of them for you.
Come take a look.
1. Customer stories and examples.
Just as well-sourced testimonials from customers can help sell your products via your sales pages, consciously chosen customer stories can sell your products within your blog posts.
All you need to do is get in touch with your current customer base and ask them if they’d like to be featured on your blog. Not everyone will be interested, but many will – and their stories will be just the kind of content your future customers need to see.
For these kinds of blog posts, you begin by deciding your angle. Will it be focused on how a particular customer is using your product? Or a collection of customers showing how they’re using it?
Or maybe even a specific customer telling a personal story, like why they decided to buy, or what happened in their life as a result of owning your product?
Posts like these are one part human interest story and one part social proof. Together they create a compelling piece of content that can sell your product today, and a blog post you can link back to over and over again, fueling continued sales well into your future.
2. Alternative uses for your product.
It’s a pretty common occurrence for a customer to use a product in a way that’s unexpected but highly effective in the field.
The iPad was originally a personal entertainment device, but was quickly adopted by businesses to the point where they’re used for hotel check-ins and point-of-sale customer feedback surveys.
Your product probably has a few “unexpected” users as well. These customers are using your product for a different reason than the one you’re intending it to be used for, and getting amazing results from it.
A person could use Product In A Weekend (available in the Karma Store on pay-what-you-want pricing), for example, to create list incentives or bonuses for their other products, rather than a gateway product designed to sell on its own.
(If you want to get really weird, we can even picture a pastor of a church using it to create high-impact sermons that can then be delivered as a series. The final “product” doesn’t have to be sold for money.)
If you keep your pulse on your customer base, asking them to tell you or show you what they’re doing with your project, you’ll stumble upon these case studies over time.
(Or, if you want to get creative, you can come up with alternative uses on your own and create content for that, like the “101 Uses For…” content we’ve all seen in the past.)
3. Excerpts or Samples.
Excepts and samples are a straightforward path to getting attention directly on your products without any sales job whatsoever.
Just take a portion of your product – whether it’s a big chunk or just a small excerpt, and wrap it into a blog post. And link to your product several times within the piece.
Introduce the post with the fact that it’s an excerpt or sample, give your reasoning for publishing it, and drop a direct link to your product as a reference.
Then, at the end of the post, let people know where they can find more. Add another direct link casually, like this:
“Again, this is a sample from Plug & Play Blog Posts. There are 24 other blog post templates that come with it – click here to see the rest of what’s inside.”
No hard sales job needed. And not much writing, either!
4. Tangentially related content.
One of the easiest ways to get more of your products selling is to leverage content that’s not directly about the product itself, but tangentially touches on its subject matter in some way.
It doesn’t take much in the way of effort or creativity to figure out a smooth and seamless way to bring up the existence of a product within that kind of content.
Just figure out some way to work it into the conversation, like you would say “While we’re on the subject, I just wanted to mention…”
Product in A Weekend was brought up two sections ago in that exact manner. This is a post about blogging, not products, but it could still get slipped in there without any awkwardness or trouble.
If you’d like to do this more often, but you might have some challenges coming up with ideas for the kind of tangentially related content, then you could also use The 1-Hour Content Plan or Plug & Play Blog Posts to help generate ideas as well.
(See? Just slip those links right in there. Just like that.)
5. Best practices for a particular use of your product.
You created your product – so you automatically have a few ideas for how your buyers can get the most out of it. You may have even designed it in a certain way, where you want people to work through it in a certain order, or to focus on some part of it first.
You can create product-moving content simply by writing about your opinions are on how to best use each of the products you have on offer. There are two primary ways to pull this off.
First, you can take a broad approach and give best practices for the product as a whole.
For example, if The Ultimate Digital Marketing Template Pack was the product, I might recommend that you start by using the Tagline Templates, About Page Templates and Start Here Page templates first to help improve things for new visitors. Then move on to the Sales Page Templates, Welcome Email Templates and Newsletter Templates to upgrade your basic infrastructure.
That’s a global example of how you can give a kind of high-level, overall direction on how to use your product without getting too specific. It’s also a great way to showcase the various features or attributes of your product in one go, which is a pretty good sales tool.
Or, you can target one particular aspect of your product and go into detail about it.
For example, one of the About Page templates in The Ultimate Digital Marketing Template Pack is called the “no qualifications” template, which is for people who don’t have technical credentials but still possess solid skills to do whatever it is they’re doing.
The example in that About Page template centers on a photographer who doesn’t have any formal training, but is still really good at photography.
A best practices post for that part of the Template Pack could focus on specific positioning or framing that would highlight skills best. Or even a laundry list of 25 different “demonstrations of skill” that could work as substitutes for formal credentials.
This kind of post drills down deep into one piece of the product, and can work extremely well at generating overall curiosity about the product – leading to sales you wouldn’t have otherwise seen.
6. Meta-content about your product.
This kind of content isn’t about the product specifically – as in what features and benefits it has – but is about something related to the creation or history of the product.
Content about how your product was created is a good example. Whether you’re leading someone through the design process of your product or talking about one specific thing – like how you developed the packaging or positioning for it – you get to mention your product over and over again without “selling” it overtly.
This kind of content is especially effective at helping create the 13 Exposures Effect, getting your product in a reader’s field of vision over and over again. Your audience is going to need repeated exposure to the existence of your product before they get to the point where they’re actively interested in moving forward in the buying cycle.
Meta-Content about your product is perfect for this because it’s not designed to sell – it’s designed to build awareness while accomplishing something else (like demonstrating how packaging gets designed). But if you’re linking to your product in that blog post, you’re going to get clicks, and some of those will inevitably turn into sales.
7. How YOU use the product.
Let’s not forget the power of showing up and demonstrating how you use the product yourself – whether it’s in your life, your business or both.
So many products are born based on the creator’s own experience or desire to have something, and when you can translate that story to your content, it can be a startlingly effective sales mechanism.
It’s always a good idea to try and get those case studies of customers using your product and getting results – or even just enjoyment, based on whatever it is you’re selling.
You can be a case study, too, you know. Show your audience how you get value out of your product – or the principles behind it – and you might find that blog post to be a wildly profitable one.
With the right content, you can multiply your product sales moving forward.
You don’t have to actively “sell” to make a tremendous number of ongoing sales for every one of your products.
Simply create content that features the product, touches on the various aspects related to it, or simply contains a direct link to the sales page for it, and sales can increase overnight.
These 7 types of content can get more sales coming in for you right away. Take a moment right now to look over each of them again and scribble down some notes on what blog posts you can get started on in the next few days and weeks.
They might be the most profitable posts you ever publish!