In Caught Doing it Right Profiles, you’ll learn to deconstruct an Authentic Marketing Approach. Successful Authentic Marketing Approaches use the triple bottom line: financial profit (an eye on the sales pipeline), personal gain (a personal profit/reward), and some form of social contribution.
Going from blogging to sustainable business is no small feat.
Especially in the ever-crowding space of the interwebs.
Caught Doing it Right is this post introducing a new product line from the lifestyle blog Eat, Live, Run: How to Create a Linen Covered Jewelry Board
What You Need to Know
Eat, Live, Run, is the baby of Jenna Weber who started out as a food blogger and has since moved to selling products (books and now a jewelry line).
If you think that selling is going to be pushy and “not you”, here’s your panacea. I’m breaking down how an authentic business like Eat, Live, Run keeps the integrity of their values AND very effectively positions a sale.
The Value for the Audience
The title hold the value. Remember this post is a entitled “How to Create a Linen Covered Jewelry Board”.
Tutorials (designated by the words “how to”) are important to the Do-It-Yourself crowd. Jenna knows her audience enjoys fulfilling their needs of participating and creating. Hell, she uses the word “create” in the title!
As a food blogger, Jenna gained her traffic with posting recipes… so it’s natural that she’s talking to a hands-on audience.
Jenna is also aware of her demographics – females – and their needs: they have a need for creating and self-expression… so a tutorial on a jewelry-related project is just their style.
How they Execute the Formula for Authentic Marketing: Financial Profit + Personal Reward + Social Contribution
First off, there’s no assumption that you’ll want to BUY the product. How good does that feel as a business owner? Not being presumptuous feels soooo good.
And that’s the beauty of this Caught Doing it Right: this post is couching a sale very effectively.
Powerful first line
The very first link (AKA call to action) is to the jewelry collection… but it’s NOT a sales pitch.
It’s focused around the party… and how much fun they had. Jenna knows her audience is motivated by pleasure, kinship, and participation. She’s letting them “in” on the experience of the party.
Never Abandoning Core Readership
Jenna talks about the fun time she and her friends had (which is an ongoing theme of her blog… her friends were very involved in the intricate surprise marriage proposal planned by her fiancé).
She also attends to recipes she used for the party at the very beginning of the post, along with food photos. This keeps core readership included.
Social Proof and Product Value
There is also several mentions about she loves and wears the projects, and how her friends loved the jewelry at the party.
Both of these “endorsements” are wonderful in solving the need of having tactical feel for products… something that her audience struggles with when it comes to the online sphere. If they can’t physically try it on and touch it, the next-best thing is having others, who are held in high-esteem, endorse the products are going to be of good quality.
The Sales Process
The first product, displayed perfectly and conveyed via the power of story:
Love the Ruth necklace and Ruth’s story that goes along with it. My friends loved hearing all about Jalia and Daniel and the fabulous group of artisans they now have working for them at their headquarters in Uganda!
And here’s where the sales process takes center-stage in a very appropriate way:
Seven additional gorgeous product photos follow, with accompanying product links.
See that the text focuses on the artists behind the product and their stories of lifting out of poverty. All of this text support does a wonderful job of walking the reader through an emotional journey… one that almost makes you forget WHY you clicked (remember? to make a linen covered jewelry board!).
At the end, the tutorial pops up with five photos and supporting directions. It’s an incredibly simple tutorial, that displays… jewelry. What a tie-in!
The simplicity of the tutorial is crucial, as it leaves the reader with a “win” and positive connection to the post. An complicated tutorial may have left a reader frustrated.
Side note: remember that the likelihood the audience will actually create the project in the tutorial is not the point. The point is to help the reader develop her sense-of-self and have a positive interaction with what’s possible for her. It might seem counter-intuitive, but from a marketing/sales approach, the experience of thinking through the tutorial is as valuable as doing the tutorial.
The Final Call-to-Action
Finally, the last call to action is about the mission behind the jewelry collection and a link to learn more about buying the jewelry (not about making other linen boards or recipes… Jenna’s absolutely confident on the value of the project and makes it clear that this is a value-rich opportunity, stating:
**If you’re interested in Noonday and want to learn more, I always recommend reading this blog post. It sums up our company perfectly. We’re not a charity and don’t believe in handouts — instead, we believe that job creation is the most sustainable approach to alleviating poverty long-term. When you buy a pretty Noonday necklace or bracelet, you’re becoming part of that story.
Mega-watt props to Jenna for her thoughtful sales process, for enriching her (our) community, and for branching out into another revenue stream in an authentic way. It’s not easy… but man does it make me grin when it’s done well!
Bottom line: it’s a tutorial (practical value) couched with a product line with clearly defined benefits (social + emotional value) that furthers the brand experience.