In this episode of the Effective Ecommerce Podcast we’re going to be talking about branding naming your business your unique selling proposition also known as you’re USP and the initial phases of starting a company. So let’s dive right into it there’s a lot of information here this is very helpful if you’re starting in online store and I’ll have some information at the end of this episode on how you can get a free one-on-one consulting session with me and some courses I have that are perfect for you if you’re starting an online store. But let’s go into it here so first off when you’re designing an online store the most important thing in my opinion you need to realize is your site is not is not for everyone it shouldn’t be for everyone you’re not Amazon, you’re not Walmart, I mean even Walmart isn’t really for everyone but you’re not Amazon. Let’s say that Amazon is an online store built for everyone and you know what they’re almost a trillion dollar company they’re multi hundred billion dollar company you’re not you don’t have that budget and a lot of people this is the biggest mistake I see people making is they think that their store should be for everyone, no it should be for a very small subsection of people it should be people of women 35 to 55 that have children that dance I mean that is a very small percentage of the population but why this is important is because when someone for instance my dance clothing company that’s the demographics 35 to 55 women who have children that dance when they go to my website when they go to bdancewear.com that site is perfect for them they feel at home they feel like this is exactly what I expect this is what I want now if an athletic straight twenty five year old male goes to bdancewear.com, he’s gonna be turned he’s gonna be totally disgusted and be like this site is not for me at all and that’s what you should do I act when you’re starting an online store you should think about what are the people that would never buy from me and make sure that that is most of the population because to have a strong tribe to have a strong message you have to have people that are 100% behind you and people that absolutely hate you what are the techniques to doing this and trying to figure out who your target demographic is to create an avatar so what I want you to do is really quickly think about if you could only sell only sell your product to one person who would it be maybe it’s Oprah maybe in my case my Performance Nut Butter if I could only sell it to one person Tim Ferriss because I know if Tim Ferriss bought my product then everybody would he’d talk about it and everybody would buy my product so think about who your one person is for instance for the day that’s clothing company for my be dance wear dance clothing company my one person is probably a very influential dancer or a dance studio the next thing you can think about is who would be your , 1000 true fans who are the people in the United States or in the world the 1000 people in the world that would you would want to buy from you and think about it if you have a thousand people that each gave you $100 a year so a thousand people that love everything you do love your products whatever and they each were willing to give you $100 you make $100,000, a year now obviously that’s revenue that wouldn’t be profit but this is from Kevin Kelly Kevin Kelly talked about all you really need is ,1000 true fans and that’s kind of what I’m trying to do here with Effective Ecommerce my goal is to get , people that if I come out with $100 course they would be willing to buy it and then I can make you know six figures a year easily but what I did with Bdancerwear for instance as I looked at who are my thousand true fans if I could only sell to one thousand people in the world who would they be and you know what they’d be dance studio owners in the United States. So I tried to design my company my website everything to be perfect for those people to be perfect for dance studio owners and there’s a lot of different things that I did to do this now for Performance Nut Butter it’d be high-level athletes yeah I’d say CrossFit athletes mud running athletes triathletes that kind of thing I want I want them to feel like this is the perfect product for me I wish I had this product from the beginning so from you what you can do is start thinking about what is the age range of your ideal customer are they male or are they female what magazines are they read what websites that they already buy from and this is really important because if you know that forints people that buy from bdancewear.com also buy from macys.com I can go to Macy’s comm and I can look and say what are they doing how do they have their Add to Cart button how are they doing their email structure their their post order emails I can try to copy as much information from that as I can because my customers are probably already familiar with macys.com in their process and Macy’s comm has a lot more money than I do to do testing another thing you should look at is Amazon if you’re unsure of what to do look at what Amazon has done because they’ve done way more testing than any other e-commerce company out there so I do have a worksheet for this in my e-commerce success pack go to Effective Ecommerce comm slash success pack and you can sign up and get my ecommerce success pack a lot of goodies in there there’s worksheets for starting your online business checklist for starting an online business marketing ideas and a ton of other information next thing I want to talk about is coming up with a company / domain name so one of the things you need to think about or what are the words that your customers use what are the keywords and you can do what’s called keyword research and what a keyword is is what word let someone type into Google to find your product and really think about this hard and don’t just think about it go ask people and it’s not always cut and dry for instance I thought dance clothing was what most people would put into Google to find my products turns out dancewear was much more popular for whatever reason so don’t think that you have all the answers go talk to your target demographic and see what they think you can also do you can use the keyword tool in Google if you just type in keyword tool into Google it’s a tool that helps you figure out on AdWords what what keywords to target and we’ll talk about this in a later module but basically Google will give you the information for free of how many people a month are searching for different keywords so you want to find a keyword that has a decent amount of searches but not a lot of competition and you want to put that into your title so for instance be dancewear com is my title because I new dance clothing was very important and originally the name of the company was by we shorten that just to the letter B because nobody could spell bailar so B dancer comm became our product. Performance Nut Butter it’s probably people looking for something related to performance and nut butter pretty simple pretty self-explanatory there so you can go to Google to do that and if possible here’s another thing it should imply some kind of a benefit in the name so read the immutable laws of marketing and an 22 Immutable laws of branding for ideas on this and it’s really important to have a name that implies some kind of a benefit so for instance Performance Nut Butter its nut butter very self-explanatory and it has it’ll help give you performance so the name itself implies some kind of a benefit B dancer I didn’t do this if I could go back in time I would name bdancewear.com American dance where because American has it implies some kind of a benefit implies it’s made in the USA it implies it’s of higher quality healthy choice is a good example of this there’s a microwavable food item called healthy choice and that’s the name of the company and it implies that the product is healthy as well so when you say oh I’m gonna go buy some healthy choice from the store people assume that it’s going to be healthy now that might not actually be that healthy and I’m one about healthy choice probably actually isn’t that healthy but because of the name we think automatically that it is healthy so next up we’ll talk really quickly about your logo so you can design your logo yourself there’s a free software called GIMP or you can just do it in Photoshop don’t overthink this too much in the early stages in my opinion now if you’re serious and you’re really serious about it and you have a bigger budget you can well if you have a small budget and you don’t want to do it yourself and go to Fiverr to get to fiber you can obviously Google Fiber or you can get a free I think your first gig for free if you go to Effective Ecommerce / Fiverr I think it gives you like a $15 credit for using my link you can also go to up work to hire someone I did that so I did Fiverr I forget I don’t remember what logo I used for Fiverr but for up work I hired someone to do the effect of e-commerce logo and then I hired someone on designs to do the Performance Nut Butter look so serious about that company I wanted a high quality logo so you go to effective you commerce calm / designs all it’s just the number nine and then designs all lowercase and if you do run a contest using my designs link I will give you a free one-on-one consulting session so I’d recommend just mocking something up first or having an idea and then putting it up on designs if you’re serious if you’re not as serious just go to Fiverr it’s $ it’s not a big deal or if you’re looking for the middle ground and go to up work but up work does scare me a little bit because you’re just hiring one person I paid about eighty bucks from my Effective Ecommerce logo you might pay and you know you can you can pay any range for that so I want to wrap up the podcast here and I want to old you I’d tell you about a way you can get a free one-on-one consulting session with me and there’s a few ways so the first one is go to iTunes leave a five star review you got to subscribe and leave a five star review and every month I’m going to be picking someone at random to win a free one-on-one consulting session from me for me with me and not only that but by do leaving that five star review you’re helping out the podcast you’re letting me know that you like this and that I should spend more time and energy on the podcast also if you don’t have a store yet you’re looking to start a store go to Effective Ecommerce comm slash Shopify all lower case you can sign up if you’re thinking about signing up for an online store anyways I highly recommend Shopify I think it’s the best one and you I will give you a free one-on-one consulting session if you use my link I get a little bit of a kickback from Shopify so as a thank you I will give you a free one on consulting session plus you get a free -day trial as well saying the word free a lot I’m just realizing the so that’s a good way but if you’re serious about starting an online store I do have a course I have a few different courses go to effective ecommerce com if you’re just starting off you can go to Effective Ecommerce dot-com slash start course starter course let’s let’s do starter course starter course all lower case and that’s of course I have on how to start an online business or just go to effective you commerce calm and you can you can find it yourself don’t worry I’m also gonna be coming out with a complete AZ course that includes a basic a class that’ll include weekly mastermind sessions where the entire class gets together and we share information and you can ask me questions if you want more information on that go to Effective Ecommerce comm /az to sign up to get on the wait list for that it’s not going to be launched until January and if it’s successful I’m gonna do it every year I think that it will be successful I think that it’ll be a lot of fun if you’re one of the first people to go you will get a cheaper rate it’ll be the beta testing round but that you know to Effective Ecommerce .com /az thank you so much for listening to this podcast definitely check out my youtube channel to go to Effective Ecommerce comm /YouTube or just type in go to youtube and type an Effective Ecommerce thank you for listening to the podcast and you have a wonderful day.
#3 Branding, Naming, USP and the Initial Phases
In this episode of the Effective Ecommerce Podcast we’re going to be talking about branding naming your business your unique selling proposition also known as you’re USP and the initial phases of starting a company. So let’s dive right into it there’s a lot of information here this is very helpful if you’re starting in online store and I’ll have some information at the end of this episode on how you can get a free one-on-one consulting session with me and some courses I have that are perfect for you if you’re starting an online store. But let’s go into it here so first off when you’re designing an online store the most important thing in my opinion you need to realize is your site is not is not for everyone it shouldn’t be for everyone you’re not Amazon, you’re not Walmart, I mean even Walmart isn’t really for everyone but you’re not Amazon. Let’s say that Amazon is an online store built for everyone and you know what they’re almost a trillion dollar company they’re multi hundred billion dollar company you’re not you don’t have that budget and a lot of people this is the biggest mistake I see people making is they think that their store should be for everyone, no it should be for a very small subsection of people it should be people of women 35 to 55 that have children that dance I mean that is a very small percentage of the population but why this is important is because when someone for instance my dance clothing company that’s the demographics 35 to 55 women who have children that dance when they go to my website when they go to bdancewear.com that site is perfect for them they feel at home they feel like this is exactly what I expect this is what I want now if an athletic straight twenty five year old male goes to bdancewear.com, he’s gonna be turned he’s gonna be totally disgusted and be like this site is not for me at all and that’s what you should do I act when you’re starting an online store you should think about what are the people that would never buy from me and make sure that that is most of the population because to have a strong tribe to have a strong message you have to have people that are 100% behind you and people that absolutely hate you what are the techniques to doing this and trying to figure out who your target demographic is to create an avatar so what I want you to do is really quickly think about if you could only sell only sell your product to one person who would it be maybe it’s Oprah maybe in my case my Performance Nut Butter if I could only sell it to one person Tim Ferriss because I know if Tim Ferriss bought my product then everybody would he’d talk about it and everybody would buy my product so think about who your one person is for instance for the day that’s clothing company for my be dance wear dance clothing company my one person is probably a very influential dancer or a dance studio the next thing you can think about is who would be your , 1000 true fans who are the people in the United States or in the world the 1000 people in the world that would you would want to buy from you and think about it if you have a thousand people that each gave you $100 a year so a thousand people that love everything you do love your products whatever and they each were willing to give you $100 you make $100,000, a year now obviously that’s revenue that wouldn’t be profit but this is from Kevin Kelly Kevin Kelly talked about all you really need is ,1000 true fans and that’s kind of what I’m trying to do here with Effective Ecommerce my goal is to get , people that if I come out with $100 course they would be willing to buy it and then I can make you know six figures a year easily but what I did with Bdancerwear for instance as I looked at who are my thousand true fans if I could only sell to one thousand people in the world who would they be and you know what they’d be dance studio owners in the United States. So I tried to design my company my website everything to be perfect for those people to be perfect for dance studio owners and there’s a lot of different things that I did to do this now for Performance Nut Butter it’d be high-level athletes yeah I’d say CrossFit athletes mud running athletes triathletes that kind of thing I want I want them to feel like this is the perfect product for me I wish I had this product from the beginning so from you what you can do is start thinking about what is the age range of your ideal customer are they male or are they female what magazines are they read what websites that they already buy from and this is really important because if you know that forints people that buy from bdancewear.com also buy from macys.com I can go to Macy’s comm and I can look and say what are they doing how do they have their Add to Cart button how are they doing their email structure their their post order emails I can try to copy as much information from that as I can because my customers are probably already familiar with macys.com in their process and Macy’s comm has a lot more money than I do to do testing another thing you should look at is Amazon if you’re unsure of what to do look at what Amazon has done because they’ve done way more testing than any other e-commerce company out there so I do have a worksheet for this in my e-commerce success pack go to Effective Ecommerce comm slash success pack and you can sign up and get my ecommerce success pack a lot of goodies in there there’s worksheets for starting your online business checklist for starting an online business marketing ideas and a ton of other information next thing I want to talk about is coming up with a company / domain name so one of the things you need to think about or what are the words that your customers use what are the keywords and you can do what’s called keyword research and what a keyword is is what word let someone type into Google to find your product and really think about this hard and don’t just think about it go ask people and it’s not always cut and dry for instance I thought dance clothing was what most people would put into Google to find my products turns out dancewear was much more popular for whatever reason so don’t think that you have all the answers go talk to your target demographic and see what they think you can also do you can use the keyword tool in Google if you just type in keyword tool into Google it’s a tool that helps you figure out on AdWords what what keywords to target and we’ll talk about this in a later module but basically Google will give you the information for free of how many people a month are searching for different keywords so you want to find a keyword that has a decent amount of searches but not a lot of competition and you want to put that into your title so for instance be dancewear com is my title because I new dance clothing was very important and originally the name of the company was by we shorten that just to the letter B because nobody could spell bailar so B dancer comm became our product. Performance Nut Butter it’s probably people looking for something related to performance and nut butter pretty simple pretty self-explanatory there so you can go to Google to do that and if possible here’s another thing it should imply some kind of a benefit in the name so read the immutable laws of marketing and an 22 Immutable laws of branding for ideas on this and it’s really important to have a name that implies some kind of a benefit so for instance Performance Nut Butter its nut butter very self-explanatory and it has it’ll help give you performance so the name itself implies some kind of a benefit B dancer I didn’t do this if I could go back in time I would name bdancewear.com American dance where because American has it implies some kind of a benefit implies it’s made in the USA it implies it’s of higher quality healthy choice is a good example of this there’s a microwavable food item called healthy choice and that’s the name of the company and it implies that the product is healthy as well so when you say oh I’m gonna go buy some healthy choice from the store people assume that it’s going to be healthy now that might not actually be that healthy and I’m one about healthy choice probably actually isn’t that healthy but because of the name we think automatically that it is healthy so next up we’ll talk really quickly about your logo so you can design your logo yourself there’s a free software called GIMP or you can just do it in Photoshop don’t overthink this too much in the early stages in my opinion now if you’re serious and you’re really serious about it and you have a bigger budget you can well if you have a small budget and you don’t want to do it yourself and go to Fiverr to get to fiber you can obviously Google Fiber or you can get a free I think your first gig for free if you go to Effective Ecommerce / Fiverr I think it gives you like a $15 credit for using my link you can also go to up work to hire someone I did that so I did Fiverr I forget I don’t remember what logo I used for Fiverr but for up work I hired someone to do the effect of e-commerce logo and then I hired someone on designs to do the Performance Nut Butter look so serious about that company I wanted a high quality logo so you go to effective you commerce calm / designs all it’s just the number nine and then designs all lowercase and if you do run a contest using my designs link I will give you a free one-on-one consulting session so I’d recommend just mocking something up first or having an idea and then putting it up on designs if you’re serious if you’re not as serious just go to Fiverr it’s $ it’s not a big deal or if you’re looking for the middle ground and go to up work but up work does scare me a little bit because you’re just hiring one person I paid about eighty bucks from my Effective Ecommerce logo you might pay and you know you can you can pay any range for that so I want to wrap up the podcast here and I want to old you I’d tell you about a way you can get a free one-on-one consulting session with me and there’s a few ways so the first one is go to iTunes leave a five star review you got to subscribe and leave a five star review and every month I’m going to be picking someone at random to win a free one-on-one consulting session from me for me with me and not only that but by do leaving that five star review you’re helping out the podcast you’re letting me know that you like this and that I should spend more time and energy on the podcast also if you don’t have a store yet you’re looking to start a store go to Effective Ecommerce comm slash Shopify all lower case you can sign up if you’re thinking about signing up for an online store anyways I highly recommend Shopify I think it’s the best one and you I will give you a free one-on-one consulting session if you use my link I get a little bit of a kickback from Shopify so as a thank you I will give you a free one on consulting session plus you get a free -day trial as well saying the word free a lot I’m just realizing the so that’s a good way but if you’re serious about starting an online store I do have a course I have a few different courses go to effective ecommerce com if you’re just starting off you can go to Effective Ecommerce dot-com slash start course starter course let’s let’s do starter course starter course all lower case and that’s of course I have on how to start an online business or just go to effective you commerce calm and you can you can find it yourself don’t worry I’m also gonna be coming out with a complete AZ course that includes a basic a class that’ll include weekly mastermind sessions where the entire class gets together and we share information and you can ask me questions if you want more information on that go to Effective Ecommerce comm /az to sign up to get on the wait list for that it’s not going to be launched until January and if it’s successful I’m gonna do it every year I think that it will be successful I think that it’ll be a lot of fun if you’re one of the first people to go you will get a cheaper rate it’ll be the beta testing round but that you know to Effective Ecommerce .com /az thank you so much for listening to this podcast definitely check out my youtube channel to go to Effective Ecommerce comm /YouTube or just type in go to youtube and type an Effective Ecommerce thank you for listening to the podcast and you have a wonderful day.