Bacon Salt - The Product Is The Marketing

My favourite business author and blogger Seth Godin is always talking about the relationship between products and marketing. His stance is that the product should be the marketing. It's something that's built in.

So my ears couldn't help but perk up when listening to NewsTalk 980's John Gormley Live this morning. His guest was Dave (or was it Justin?) - the co-creator of Bacon Salt.

Yes. Bacon Salt.

The tag line you ask? Everything should taste like bacon. The header of their blog includes the title "The never ending quest to make everything taste like bacon."

This is the perfect example of a purple cow, and to go along with it they have a story worth telling (straight out of All Marketers Are Liars).

The two Bacon Salt founders were sitting around one night and someone said "Everything should taste like bacon". The next day when they sobered up they still figured it was a great idea so they started registering domain names and going through the paper work involved in starting a business and creating a product.

When it got to the point when they needed to pay for production, they needed to come up with $5000 and weren't sure how they were going to come up with the money. Well, fate was on their side because the next day they received a call from America's Funniest Home Videos saying that the video they entered had just won them $5000 and the cheque was in the mail. (The video is below).

Bacon Salt seems to be getting a ton of media exposure, and so they should. They've created something worth talking about. If you have the right story, a market will create itself because people will tell their friends.

If only we could all take a page out of Dave and Justin's book.

Building a Permission Asset

If you’re any good, your business probably has a lot of fans. These are the people that buy from you all the time and tell their friends how good you are. These are the people that you need to get permission to communicate with directly. And if you provide them with enough value, they’ll gladly give you their contact information. That’s permission based marketing.

There are a number of different ways to get permission from your best customers online. If you have a blog, let your readers subscribe to it via email or RSS feed. That way they know when you’ve made a new post. Start a preferred customer club to send your best customers special offers and discounts via email or direct mail. Build a subscriber base on YouTube. Start a Facebook group. Any permission asset you can build will help you effectively communicate with the people that buy what you sell.

That’s a huge deal.

Secrets to Building Your Customer List and Email Marketing

You can’t just slap a sign up form onto your website and expect great results.

People are getting bombarded with so many emails from their friends, family, and co-workers that they simply don’t want to see newsletters or marketing propaganda popping up in their inbox. Most people seem to be scared to give out their contact information for fear that they will never be able to escape the endless flood of email you might send them.

The thing is that most email marketing is all about you, the business. You want your customers email address so you can sell them more stuff. This just doesn’t fly with most people anymore. Sure you’ll have loyal fans that will want to receive everything you ever produce because they’re scared they might miss something, but that won’t be the norm.

To quote sales guru Jeffrey Gitomer, “People don’t want to be sold, but they love to buy”.

Use this to your advantage when you approach building your customer list and email marketing. The problem isn’t that people don’t want to buy what you sell, it’s that they don’t want to be sold what you sell.

The trick is all in the offer. Don’t make your email marketing and list building campaigns about you, make it about your customer.

So instead of getting people to sign up to receive your free email newsletter that will be filled with information about how they can buy what you sell, make them a better offer.

Make the offer about them.

When a customer buys something from you, tell them they’ve been chosen to receive $20 off their next purchase. Then provide them with a business card that includes the instructions they need to follow to receive their $20 gift by email. By signing up, make them aware that they’ll also receive more special offers by email up to six times per year.

That might get someone excited enough to fork over their contact information. It also shows that you are willing to treat your customers well in order to earn their business.

You are no longer a spammer. You’re the enabler that allows people to get a special deal on their favourite things.