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PR Mama: Marketing to Go! August 2006
In This Issue PR Mama Perspective Are You an Expert? Geography Matters: Things We've Learned Cindy Wiggers shares their experience and advice for others in the homeschool market. You Are the Expert! Three tips from Sarah Bolme, Director of the Christian Small Publishers Association What's in a Brand? Jim Howard tells how your company can be branded for success.
Customer Testimonial:     "I love this magazine! I've read a lot of different homeschool magazines to get ideas, hear about curriculum, stay on top of what's happening, etc., but this is the first one that I've read cover to cover, I mean every page and I keep finding myself going back and reading it again …. I will be telling everyone about this magazine and why they absolutely must subscribe to it." -- Sonya Tebo Spring 2006 PR Mama Perspective: Are You an Expert? "Never become so much of an expert that you stop gaining expertise. View life as a continuous learning experience." --Denis Waitley This month's newsletter is all focused on expertise. In order to effectively market your product, your company, and yourself, you need to be an expert in your field. Think about why someone should respect your opinion when it comes to matters of homeschooling or homeschool products. Are you a homeschool parent or homeschooler yourself? Have you tested out your products or services? Do you have some testimonials that demonstrate how others value your product or service? Do you stay involved in groups discussing your topic? Being an expert isn't about having an arrogant, know-it-all attitude. It's about researching and learning about a topic, putting what you've learned into practice, and then sharing what you've learned. We have some great contributors this month that can teach all of us something. Our first is an award-winning geography company sharing how they got started years ago and what they've learned over the years. I like what Cindy has to share about perceived value. Perceived value goes along with the expert article by Sarah Bolme. Being an expert is all about how others perceive you. And then you can tie all of that in with Jim's article about branding. Once you've created that expert image, you'll want to brand it all over the place and Jim's tips will make sure that you take advantage of every opportunity. I really think there's a lot for us all to learn from this issue. Life is a continuous learning experience, even for the experts! Now, let's get down to business. Nancy Carter, Editor PR Mama: Marketing to Go! Geography Matters: Things We've Learned   By Cindy Wiggers In 1989 Josh and I attended a Greg Harris homeschool video seminar as a vendor in the exhibit hall. I had this crazy idea that, using Josh's connection with the map store in downtown Denver, we could sell enough geography materials to fund our homeschool curriculum budget. We invested about $500 to purchase resources from Educational Insights (including GeoSafari) and took a number of books, games, and maps from Maps Unlimited on consignment. God was gracious to provide enough sales to pay off the initial investment, pay Maps Unlimited their share of the sales, and purchase our curriculum needs for the year! With his naturally fun personality, Josh loved meeting the people. He found a whole new audience for his humor while impressing upon them the need to fit geography into their school plans. Although I had met my goal for earning curriculum money, Josh caught a bug that day that forever changed the whole family. We began attending Greg Harris conventions in other states and pursued exhibiting at state and local conferences. Our key products were GeoSafari and large laminated outline maps of the World and US we purchased from Maps Unlimited. The first product we created on our own was the Mark-It Timeline of History I designed on the computer in 1995 in response to consistent customer requests for timeline materials. We invested about $600 to have 1,000 copies printed and hired out the laminating. Within two weeks we sold enough timelines to pay for the printing and laminating costs! This was just about the same time we discovered there was an error on the timeline. We were exhibiting in Albuquerque at the time, so I hand corrected the error on every timeline until we got home and had them reprinted. It's amazing how many things you can use boo-boo timelines for--wrapping paper, packing paper, pattern paper.... When other homeschool vendors wanted to sell our outline maps and timeline we developed a wholesale business. We convinced the cartographer to print large continent maps of his world map art and increased our product line to include continent titles. We bought our own laminator and laminated the maps ourselves. We also experimented with bundling, and it increased sales almost immediately. I put together all the continents in one package and offered it at a discount. Folks were excited to have the whole set while saving money. As publishers we determined we would never sell our books at conventions at a discount and compete with the other vendors selling our materials. Instead we only offer discounts on the bundles--combining our books with the recommended resources. This provides a "deal" for our retail customers while not unethically competing with our wholesale clients. Customers love the convenience of having it all together, and we sell far more of our books in bundles than individually. When I taught workshops on how to use atlases and teach geography, we saw a phenomenal increase in sales and loads of activity in our booth. Josh was so impressed with the reaction of folks to my workshops he encouraged me to write a book on what I was teaching. In 1997 he connected me with Maggie Hogan and we endeavored to write a comprehensive geography curriculum guide for homeschool families. The result was our first book, The Ultimate Geography and Timeline Guide, co-published in 1998, which has won multiple awards and continues to do well in the homeschool market today. Since that first book in 1998 we have published a total of nine books and 15 outline map titles. Our key products include:    • Uncle Josh Outline Map Book (and CD-ROM)    • Trail Guide to World Geography    • Trail Guide to US Geography    • Trail Guide to Bible Geography    • Galloping the Globe    • Cantering the Country    • Laminated Mark-It Maps (large scale outline maps) One principle we've applied all along is the idea of perceived value, which Josh learned while working for Rand McNally. Self-publishers must be careful not to cut corners with costs with their covers. Unfortunately, no matter how rich the content, most folks won't even pick up a book with a boring cover because the perceived value is low. We want customers to pick up our book so we can show them the benefits, features, and testimonials on the back. If they don't even put the book in their hand they can't tell if it would be a valuable resource for their homeschool objectives. We use perfect binding and 4-color gloss covers. As a general rule we never print less than 1,000 books at a time. This generates a high perceived value, while bringing the cost much lower than print on demand. We try to keep flowing with the needs and interests of our target market. Most recently we began experimenting with eBooks. We put all three Trail Guides online as eBooks and sell them for about 35% less than the print copy. We also created Student Notebooks to use with each Trail Guide and sell them with a choice of printable CD-Rom or eBook. The first weekend we released U.S. and World Trail Guide Student Notebooks online, we announced to our GeographyTrailGuides Yahoo group. We sold over $1,000 in three days at a net zero cost! We offered them at a substantial discount in exchange for feedback and testimonials. It was a grand success. Now everybody in the family is brainstorming what they could create to sell as an eBook. I would say the most important things that contribute to our success are:    1. Trust God and seek Him often    2. Bundle complementary products for higher sales    3. Consider perceived value Advice I offer to others in business or thinking about it:    1. Maintain integrity and quality    2. Treat customers with value    3. Find a niche market    4. Take risks, use caution, but take risks    5. Invest in editing (Even then there's no guarantee of error-free work!) Through every step of the way we were faced with decisions and risks. We learned to seek God, listen for His voice, and trust Him to meet our needs. We decided early on that if God wasn't interested in making Geography Matters a success then neither were we. We started with that initial $500 investment and have never had to borrow a cent to keep afloat. Our little home-based business now has 3 full-time and 3 part-time employees, and we have nearly grown out of the 1,700-square-foot garage we built especially for it. Cindy Wiggers and her husband, Josh, are owners of Geography Matters, which won The Old Schoolhouse's Excellence in Education Award for Geography Company of the Year! You can discuss geography with them on either of their Yahoo groups - Galloping the Globe or Geography Trail Guides. You Are the Expert!   By Sarah Bolme I recently spoke with a gentleman who had written and published a book on terrorism's threat to our water supply. As we discussed avenues for marketing his book, this gentleman remarked that mostly academicians had purchased the book, which he found scary. Here was an individual who had the knowledge, the expertise, and the foresight to write a book on an important subject of concern to our country, and yet he did not recognize the position this placed him in. The first thing this gentleman needs to do in marketing his book is to accept the fact that, since he wrote the book, he is now the expert on the subject of how terrorism could affect our water supply. The same is true for you. When you author a book on a particular subject, you become an expert on that subject. In marketing your books, you must accept this and proceed as an expert. 1. Think like an expert. Experts don't wonder who might want to read their books. Rather, they think, "Who needs this information?" "Who would benefit most from this information?" and "Who can help me access my book's intended audience?" Thinking like an expert opens doors of opportunity for you. Experts seek out other experts in their field. They find others who are writing or speaking on the same subjects and network with them. Experts also think, "The world would be a better place if more people knew about this." Thus they take and make the most of every opportunity to educate and inform others about their subject of expertise. 2. Act like an expert. Our actions flow from our thoughts. What you think influences what you do. If you are thinking like an expert, then you will begin to act like an expert. Experts approach others with confidence. Confidence engenders respect and trust. Experts make the most of every opportunity to alert others to new information without being overbearing. There is no need for arrogance or dominance when you know you possess knowledge, only a determination to help others learn the information also. 3. Talk like an expert. Experts speak with authority. They don't lead conversations with "I believe," or "I feel that." Instead, experts speak with conviction. They invite people to see and believe what they are presenting through clear reasoning. Experts say things like "Five reasons you need to know this information," "Studies show or research indicates," or "History reveals." Speaking with conviction to an audience invites and encourages people to learn more on your subject. You are an expert on your subject. Whether you are approaching a radio station to book a guest interview, speaking at a local bookstore on your book, or writing an article for a magazine, when you think, act, and talk like an expert, people will sit up and take notice. When you conduct yourself as an expert, doors of opportunity open for you to promote your book's subject and increase your book's sales. Sarah Bolme, MSW, is the director of Christian Small Publishers Association and the owner of CREST Publications. Pre-order your copy of Sarah's newest title, Your Guide to Marketing Books in the Christian Marketplace, at www.marketingchristianbooks.com. US Subscriptions: 19 FREE GIFTS Whether you are new to our magazine or a long-time subscriber, The Old Schoolhouse® Magazine has an incredible offer that you won't want to pass up! In the past, we couldn't offer the renewing subscribers the 19 free gifts - those were only for new customers. But for a limited time only, RENEWING subscribers get all 19 gifts (over $200 value), too! I'm a new subscriber…what do I get? With your paid two-year subscription to TOS you'll receive: •A 2-year/3-year subscription to The Old Schoolhouse® Magazine •19 FREE gifts for you All this for ONLY $39 for 2 years and ONLY $59 for 3 years Click Here to Purchase Online Or, call 1-888-718-HOME Already a subscriber? Renew now and receive: • Two or Three more years of your favorite homeschool magazine and 19 FREE gifts (valued at over $200)! All this for ONLY $39 for 2 years and ONLY $59 for 3 years Click Here to Purchase! Or, call 1-888-718-HOME The first 3,000 two-year or three-year new subscriber or renewing your two or three year subscription, you will receive (by USPS mail) NINETEEN free homeschooling gifts. But you don't get four gifts - you get 19! And yes, even the shipping is paid for - and you are not required to buy anything again - EVER. Promotion will sell out fast! - TOS Staff (US Residents Only) Click Here to View the FREE Gifts What's in a Brand?   By Jim Howard What is the first thing that comes to mind when you think about branding? When someone asks what I do, and I mention that I am in branding, the number one response that I get is, "Oh, you mean like logos and stuff?" The truth is that logos are only a small part of what a brand is. Branding incorporates everything from visual communication through graphic design to corporate behavior such as customer service policies and marketing strategies. The word "brand" means to leave a mark--literally to burn a permanent image, such as with a hot iron. A successful brand should communicate all of the information associated with a company, product, or service. It should represent the company in the marketplace. Corporations who see the need for this type of representation in the marketplace invest billions of dollars every year in branding. Some spend as much time and money on their branding campaigns as they do their marketing efforts. Successful companies understand that the purpose of their brand is not only to help strategically position their products in the marketplace, but also to help build the relationship between the consumer and their company's products and services. Think about Nike. People are willing to buy a t-shirt just because it has the trademarked Nike Swoosh on it. Is the t-shirt made better than any other shirt on the rack? Probably not, but the fact that it has a symbol on it that represents a well-known company that is respected for quality and status makes the t-shirt more desirable. International Subscriptions: 19 FREE GIFTS Whether you view your subscription as a gift for yourself, a homeschool conference delivered to your door, a professional journal, or simply a wonderful opportunity to fellowship with other homeschool families around the world, subscribe now to insure that you are in the first 2,000 and receive this incredible International Subscription Homeschool Gift Pack! One-Year International Subscription: Receive four issues of The Old Schoolhouse® Magazine delivered directly to your door and 19 FREE gifts from our generous sponsors. Subscribe now! Only $38! And we have an additional gift for two-year and three-year subscribers! Two-Year or Three-Year International Subscription: Receive eight issues of The Old Schoolhouse® Magazine, the 19 free gifts, AND our Secrets of Successful Homeschooling e-book! Subscribe now! Only $69 for 2 years and $83 for 3 years! These special offers will expire soon, though. Subscribe or renew today so you don't miss out on this opportunity! Three easy ways to subscribe! Subscribe online Call 1-888-718-HOME Mail your order to The Old Schoolhouse® Magazine, LLC PO Box 10 White Pine, TN 37890 Promotion will sell out fast! - TOS Staff (International Residents Only) Click Here to View the FREE Gifts The power of branding is unparalleled and yet is often the most overlooked strategy in an entrepreneur's or small business owner's repertoire. Most entrepreneurs and small business owners focus on marketing and sales. Marketing is necessary to create sales opportunities, and sales opportunities can turn into dollars. But branding helps create that long-lasting relationship that promotes scores of repeat buyers. It is the ongoing revenue generated from the relationship with existing customers that can increase a company's profit margin exponentially. Common branding usually consists of a company name, a tagline, and a logo. But why stop there? Not all branding aspects are considered to be marketing advantages or unique selling positions, but if they are true about your company, products, or services, then they will add value to your brand. Here are five areas of inclusion that will make your brand as effective as possible: 1. Your Company's Story Sharing how your company came to be is a powerful way to demonstrate its stability. Ford Motor Company still displays pictures of Henry Ford on its walls along with the scores of quotes recorded by the founder himself. Sometimes remembering the past is the best way to secure your future. 2. Your Company's Attitude Making sure that every employee, from President to delivery person, shares the same vision for your company will solidify your company as a professional organization. This will brand your company as a business that is strong with integrity, is reliable, and has it together from one end to the other. 3. Great Customer Service If customers know that they are going to be treated well, they will be more willing to purchase from you. Being branded as a company who cares about its clients can make you seem like the safest choice when it comes to buying the products and services you offer. Part of Allstate's brand is "The Good Hands People." They promote themselves as the insurance company who cares. 4. Low Prices Offering the lowest prices is an advantage for obvious reasons. Most marketers will tell you that you can't use low prices as a Unique Selling Position (USP), but you can use them as a branding statement. Branding yourself as the company with the "lowest prices guaranteed" puts you in the same category as Walmart or Geico. Both of these companies have successful brands in their prospective markets, and both use low prices as part of their brand. 5. Better Products and Services Saying that your company has the best products or services is not enough to guarantee your success, but when you prove it, your company will be branded as the go-to organization for what you offer. BMW never sells price, they sell a better-built automobile. Being branded this way allows companies to charge a premium for their offerings. Stepping outside of the box and looking at your company's brand from all the angles can open up a whole world of possibilities. Whether you are a small business owner, an entrepreneur, or the leader of a major corporation, branding your company beyond the logo is the only way to become branded for success. Jim Howard is one of the Founders of Branded for Success, a company dedicated to helping small business owners and entrepreneurs build successful brands. For more information, visit BrandedForSuccess.com or email Jim at Jim@BrandedForSuccess.com. Remember to email me at PRMama@TheHomeschoolMagazine.com with your suggestions for upcoming issues or to have your company highlighted. We hope that we've helped to equip and encourage you. Be sure to visit us online at www.HomeschoolBlogger.com/PR Mama, and we'll see you in your inbox next month! Have you enjoyed this issue of the newsletter? If so, you'll want to take a look at all of the free e-Newsletters TOS offers to guide and encourage you during your homeschooling journey. Be sure to stop in to see which ones are best for you and your family! Click here for more information: www.TheHomeschoolMagazine.com/devotional_door/subscribe.php You may forward this e-Newsletter to your friends in its entirety.

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