Why No-one Wants To Buy Your Fashion Products (Part 2)

Hi, It's me... I'm back! ……..With part 2 of “Why No-One Wants to Buy Your Products"!

Have you dialled in the first three essential ingredients to selling your products yet?   If not, go back to last weeks blog post and make sure you’ve got that covered.   

I said last week that there was never just ONE only right way to market and sell your products.    There are loads of essential ingredients to begin to understand your customers and what will make them journey through your check-out page.

…And, Yesssss my friend!! …   I know you're waiting to celebrate as soon as your products are in your ICA’s (ideal customer avatar’s) wardrobes!!!……

But all in good time!.…  

Today I’m going to give you another three ingredients to help sell your products .   You might have already implemented some but perhaps not all of these:

1.  Have you discovered your Super Power?!

Yes... you!……..You have a Super Power!    And I’m going to help you discover and unleash it!

WHAT IS YOUR SUPER POWER - OR SUPERPOWERS?!

Going into business for yourself you have to spend your time in the areas you’re really good at.

 …….So that you can get even better and then delegate, outsource or let go of things you are not so good at.  

If you know your zone of genius (aka SUPER POWER) you are just going to flourish.

I want you to draw three overlapping circles.   In the first circle write down all the things you love to design or create.   In the second circle the things you are good at designing or creating and in the third circle what your ideal customer avatar wants and is willing to pay for.

Now can you identify any overlaps?  Is there something that you wrote in all three circles.  If not keep going until you do.

That’s where you need to focus your energies and create something that not only you love doing but also that your customers will love to buy from you.   

Your SUPER POWER  is the intersection where what you like to do, what you are good at doing and what your customers actually want and will pay for collide.  

2.   Do you understand your Brand Positioning? 

Firstly ask yourself what your Brand Values are.  

Your business is a reflection of you so as a small independent brand, and quite probably a solopreneur, your Brand Values will more than likely be the same as your own, and that makes it really easy!

 Your brand should share some values with those of your ideal customer avatar and align with your “Why”.   This is where you can really connect with them and it helps create the KNOW LIKE AND TRUST factor I spoke about in last weeks blog post.  If you get this right they will recognise themselves in the brand and feel attracted to your brand’s personality.

If you have a strong brand personality, and are consistent in your communication of this,  it will attract the right type of customers and create a natural next step for them to slide onto your check-out page!  

You could start by creating a mood board showing the mood, feeling, colours and fonts you want to convey throughout your brand.   This is similar to the mood boards you create for your design collection but its about the wider overall personality of the brand.

Your brand is about the vibe, mood, feeling, point of view and personality that you want people to think of when they see or hear anything from your company.

3.   Is your offer Irresistible?!

Most people will rush to buy an offer if its IRRESISTIBLE!!!

So what makes an offer irresistible?

Well consider this:

You walk into a shop in your local high street, you’re feeling a bit peckish and you see a chocolate bar.   So, you ask the shopkeeper how much it costs.    The shopkeeper tells you the chocolate bar is £1,000!

….I think you would agree that is NOT an irresistible offer.

Now, imagine you walk a few doors down and step into a premier showroom for exotic high performance super cars.  You see a bright chilli-red prize winning Lamborghini with red leather seats!!!.  It’s the latest model with loads of upgraded features and you can’t wait to get behind the wheel.   So you ask the car dealer how much it costs.

….The car dealers response is  “ £1,000” ! ……. What!!!....   You almost pass out at this point in disbelief!…...  But you pay the £1,000 and make a quick getaway thinking you’re ripping off the dealer!!! 

…..That my friend was an IRRESISTIBLE offer and you didn’t have to think twice. 

The same price was applied to two different products but one product had so much more value, craftsmanship, high specifications, features, considered design, upgrades and a bold visual presence presented in premier surroundings!

See where I‘m going with this?

If YOUR product had such additional value as craftsmanship, high specifications, additional features or details, considered design, a bold visual presence and was presented in premier surroundings with premier packaging that would of course increase its value and thereby make it IRRESISTIBLE. 

It’s how you position your brand and articulate the value of your products to your customers.    Your offer is not your product.  It’s your presentation and how you articulate or communicate it.   You actually want your customers to feel it is such good value that they are ripping you off!!!

Here’s an example:

If the product you are going to offer will retail at £100.   Add an extra zero to the price, then create the offer. 

…How can you position that product so that people will see £1,000 worth of value (not price).   You can also add a price anchor and show how your product is better for less cost.  You can throw in additional features and benefits of the design, how its manufactured, the service you provide, the environment etc to make the value £1,000.

What ripple effect can result from your product.   i.e. a figure hugging evening dress might attract a future husband or a pair of hiking trousers with padding might protect you from a fall,  saving on medical bills.    A lightweight cotton blouse will keep you cool on a hot day.

Then remove the zero!!!

You are basically painting a picture in their head of the value they will get from your product and showing that value as really high.

Additionally, can you expose a problem people are not aware of and that your product is the solution to.   i.e. manufacturing nylon is a very energy hungry process but your nylon is recycled etc.  And show the consequence of not solving this problem.

If you get this right you will have an IRRESISTIBLE offer.

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Lots of Love and Support,

Jane

XOXO

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