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September 26th, 2011
4 min read
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.