Taking The Confusions of Building an Online Business
And Making It Simpler

5 Ways to Promote Your Product Without Pissing Off Your Audience

This is a guest post by Srinivas Rao. 

You might have a product and you might have even sold a few copies during the launch. But how to keep squeezing money out of it is something that can make you really crazy.

Promoting your product can make you feel like a door-to-door salesman trying to sell ice cubes to eskimos. Many of us are often left scratching our heads as to why we’re not generating more revenue from our products. David even talked about why we need to let go of our hesitancy to pitch, yet we still struggle with this.

Fortunately, there’s a few different types of content you can use to promote your product without pitching.

1. Publish an Excerpt from Your Product

I’m not sure why this never occurred to me, but one of the best ways to provide value to your audience while promoting your product is to publish an excerpt from your ebook/product as a blog post.  If you have written a 40-50 page ebook, you should have no problem repurposing an excerpt from it as a useful blog post for your readers.

I recently agreed to be an affiliate for a blogger who asked me if he could use an excerpt from his ebook as a guest post to promote the product. I was more than happy to do that because the content was solid and it reduced my workload dramatically. If the content is good enough to go into your ebook, then you should have the confidence to publish an excerpt on your blog. It’s also a great way to give your readers a taste of what they’re about to buy.

2. Publish  a Testimonial/Case Study

Another way to promote your product is with a guest post, case study or testimonial from one of the customers who bought your product. Case studies give you an opportunity not only to show case your most successful customers, but to increase trust with your audience. When a third party validates all the benefits of your product with their own results it gives the audience tangible evidence of the kinds of results that your product can generate.

3. Publish a List Post About the Subject Matter 

While people to tend to have a love hate relationship with list posts, they’re popular for one reason: THEY WORK.

Let’s say your  product is about skateboarding. You can put together a simple post like “10 tips for buying your first skateboard”. This kind of post is useful to your audience, would likely rank well in search engines and would still be relevant to the content of the product.  Another example would be something like the “10 best skateboard manufacturers”. This could potentially get the attention of some well known names in your industry and cause the message of your brand to spread.

4. Write a How To Post about the Subject Matter

As David jokingly said in the comments a few days ago, it’s rare that I’ll write a comment or blog post without a reference to surfing. So I decided to use it here as an example. Let’s say you’ve written an ebook on learning how to surf. You could then promote the book with several different how-to posts:

  • How to Buy Your First Surfboard
  • How to To Get Ready for Your First Surf Lesson
  • How to Plan Your First Surf Vacation

Look through the content of your ebook/product and you’ll easily find 3-4 how to posts that you could write.

5. Interview Somebody About  The Subject Matter of Your Product

The key to interviewing somebody about your product is making it useful to your audience regardless of whether they buy the product or not. Rather than spend time talking to the person you’re interviewing about the product itself, treat this as an opportunity to teach your audience something.

When I launched my eBook on Relationship Marketing, I did a series of interviews with bloggers where they shared their best tips on how to build relationships online. Even if the audience didn’t buy the product they still got to walk away with some valuable insights about the subject matter.

6. Link to Your Product at The End of Your Post (When it’s Relevant to the Content)

The other day I  sat down and started digging through the Hubspot archives. I noticed a really interesting pattern. They made a point to promote their product in every third post they wrote. On the posts where they didn’t promote a product they gave something away for free to help build their email list.  The  key to using this tactic is making your product promotion relevant to the content of your post.

At the end of the day when it comes to your content or your product, it ultimately boils down to creating value for your audience. As long as you promote your product in a way that is valuable to your audience, they won’t revolt against you.

Srinivas Rao writes about personal development at The Skool of Life, and is the host-co founder of BlogcastFM, a podcast for bloggers. He is also the author of Relationship Marketing for Bloggers. Sign up for his FREE Webinar on the 7 Pillars of Blog Traffic.

From The Academy

How To Step Into Your A Game"Blog monetization" is a lot more difficult than people think. We're going to move past that - and into developing a REAL business model which can actually earn a sustainable income. By the end, you'll KNOW.

Learn More

 

Got a Question or Comment?

  1. Nice post, but how exactly do you go about marketing in each content type.  Is it just a simple link to your product?  

    I guess if you use an excerpt from an ebook, or even a video from a membership site, you could reference the product with a link.  

    Am I correct in saying that you are using each content type to market your product with a relevant link to your product?

    • Hey Brad,

      Yes you would link to the product within each type of content. It’s something you’ll see many bloggers do. They’ll write a post about the subject matter and then at the end of the post there will be a link to the product. So you are correct :). 

  2. Great stuff David, thank you for this.

    I plan to promote my new product with links at the bottom of blogs posts, broadcast emails and my follow up Aweber sequence. I’ve seen a few people use this very effectively.  It’s a nice “soft sell” that seems to work well.

    Glad you’ve talked about this stuff as it makes me feel like I’m on the right track (I hope :-))!

    Cheers,

    Rob.

    • Hey Rob, 

      It’s funny because I think we’re all fearful of selling. But when you boil down the basics of making online it comes down to one key thing “you need to have a product or service and sell it.” 

  3. Hey Steve, 

    That’s a really great suggestion. I think I might have to do the same with my ebook. I think people are so afraid of giving away the farm or selling at all. But with a happy medium you can keep your customers and you satisfied. 

  4. What a great way to start the day, reading another  post that stimulates. Thank you, Srinivas
    I have occasionally gone a step further and converted the “excerpts” in to slide show/video to again distribute throughout the NET in the appropriate venues.
    The last slide would always have…For more click here.
    And the video of the slide show is also added to Blog content of course.
    Actually offer the editable slides to affiliates to edit with theri personal Info..and will, for a small fee, Voice over if they want

    • Chuck,

      I think there’s great value in any sort of multimedia content that you can supplement an ebook or product with. It’s much more interactive and you convey so much more using it than you could with just a sales page. 

  5. All 6 ways you mention are great tips Srinivas, I’m getting ready to launch a product, and I don’t want to be the guy screaming BUY MY STUFF! BUY MY STUFF!, so I will surely try your tips, thanks for sharing!

    • Jaime, 

      I think cool thing about taking this approach is that you’ll also end up with tons of addtiional valuable content that could later on be packaged as supplemental material for your products. I know what you mean about not screaming buy my stuff. This good thing about all these is that they just create value, but you still get promote your product. 

  6. oh dear- with three products about to launch I now have 5 new categories to add to the planning mix. Thanks David. I know you just saved me from massive disappointment

  7. I just got a $827.89 Samsung Galaxy Tab for only $103.37 and my mom got a $1499.99 HTV for only $251.92, they are both coming tomorrow. I would be an idiot to ever pay full retail prîces at places like Walmart or Bestbuy. I sold a 37″ HTV to my boss for $600 that I only paid $78.24 for.
    I use http://alturl.com/7jkkm

  8. Hi  Srinivas Rao,
     
    Interesting post. As David knows I am writing a second edition to my Self Computer Repair Unleashed e-book, technology updates mainly but some eye opener goodies too…
     
    Anyway I am in a quandary – use your great idea about using excerpts from the older e-book which I need to keep selling for at least two more months or hold off on this idea for the time being?My problem isn’t that I am afraid to market to my blog readers, mine is I am far from a marketing novice let alone a good marketer.

  9. To me it works if I don’t directly sell or pitch the product. I talk about something related (the more in-depth the post about relevant stuff, the greater is the response) :)

  10. This is really helpful. We constantly struggle with how to use social media for the sake of being SOCIAL without shoving the product down peoples’ throats. These are great rules to abide by!

  11. Yesuifen20 says:

    I noticed a really interesting pattern. They made a point to promote their product in every third

  12. thank you for the tips!

  13. I think an easy way is to publish  a Testimonial/Case Study. You should connect with the people and treat it like a REAL business.

  14. “How to” posts is great. When I search for an article I always try to find these helpful how to articles. 

    In my own business I always write article with begins with how to :)

    • Yesuifen20 says:

      This gave people some really good information for free AND created
      interest in the others to buy after seeing the quality.Showing quality
      with PROOF is one of the best ways to sell….

  15. business logo design says:

    After reading your post i have a better understanding of what 5 Ways to Promote Your Product Without Pissing Off Your Audience really is.
    Your post have the information that is helpful and very informative. I would like you to keep up the good work.
    You know how to make your post understandable for most of the people.

    Thumbs up and Thanks.

  16. Great tips Srinivas, thank you for sharing. I want to add my opinion here. I know that many marketing guru already talk about this issue but for me what work is your first  proposition “publish an expert from your product”.
    Since today i see that if you share a really great part of your commercial material the readers like this and you can convert to more sales. The best the material the best the conversion rate!
    Of course this is possible only if you try to promote a book or a course.

  17. Normally I do not comment on blogs, but I would really like to comment on yours that this post really forced me to say, Great post! I am really impressed with your post! I have bookmarked your post for future reference.

  18. One of the best ways to promote your product would be to create a video or demo of the product in action.

    I sell products such as alpaca gloves, hats, handmade leather belts and instruments etc. from Bolivia using via various web mediums including my own website, but if I take my products to the street as I have on occasion to help with Christmas sales, you have to engage customers face to face.

    Creating a video that engages customers in the same way as you do in real life, explaining the product, and showing off it’s attributes is definitely a great way to promote your goods.

    Cheers

  19. kind of difficult to do link building and they never seem to be indexed by g, even though we pinged them often. need to keep it anyway.

Leave a Reply

Take the 30 Day Blog Transformation Challenge! 30 Actionable Lessons in 30 Days.

Ready to Get Started? Click To Get Started