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Content Marketing

Content marketing is the process of creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell.

Essentially it’s a process that educates your prospective customer from maybe not even knowing you, through to liking, trusting and finally wanting to buy from you.

This section is continually updated and contains an excerpt for all articles on Content Marketing that can be found on this site.

56 Free Photo Websites to Download Stunning Quality Photos

56 Free Photo Websites to Download Stunning Quality Photos

It’s damn hard finding the perfect high-quality photo that’s FREE to download.

But no longer.

Below is the complete list of 56 free photo websites for you to download high-quality photos, at no cost, and do with them as you want. The list is updated frequently.

All the listed free photo websites have been summarized to include information about:

  • any copyright restrictions.
  • whether photo attribution is required.
  • search capability on the site to find photos.
  • whether signup is required.
  • link to the website.

Unless specified in the summary below, photos are free of copyright restrictions which mean you can download them and use them for commercial or personal purposes, without attribution.

Photos available to download from free photo websites are released under various types of Creative Commons licenses that may or may not require attribution.

The most common is a CC0 Creative Commons license which means you can copy, modify, distribute and use the free downloaded photo for commercial or personal purposes, without asking for permission or giving attribution.

I’ve listed the sites in my order of preference. Obviously, high-resolution photos are foremost, as is diversity and range of images. Having a search function on the site is important, as are well-tagged photos.

I hope you get tremendous value from this article in finding that magic photo to compliment your work.

UPDATE (New Additions):

All updates are included in the list below of free photo websites.

  1. Pikwizard
  2. RAWPixel

56 free photo websites in order of preference

Unsplash

Unsplash

One of my favorite sites for high-resolution copyright-free photos. There are no copyright restrictions on photos and they can be used for any purpose without attribution. Unsplash has search capability.

Website: unsplash.com

Streetwill

Streetwill

Streetwill contains high-resolution, high-quality photos from various contributors. All photos are free from copyright restrictions and the site has search capability.

Website: streetwill.co

Picjumbo

Picjumbo

The site was created by Viktor Hanacek, a photographer and online entrepreneur from the Czech Republic. Picjumbo contains an enormous number of high-quality photos that are categorized and searchable. Photos are free of all copyright restrictions.

Website: picjumbo.com

Pexels

Pexels

Pexels is run by Bruno Joseph, Ingo Joseph and Daniel Frese to help designers, writers, artists, programmers and other creators get free access to beautiful high-quality photos. All photos are tagged and searchable, and available without copyright restrictions. Attribution is not required.

Website: pexels.com

New Old Stock

New Old Stock

Recapturing history. Vintage photos from the public archives and free of known copyright restrictions. Although without search capability, it is rewarding going through the photos individually available on New Old Stock.

Website: twnsnd.co

Thomas Hawk

Thomas Hawk

Thomas Hawk is a photographer who has over 110,000 images available to download on his Flickr page. Photos have been curated into albums. Although there isn’t a search function, there is a page containing all the photo tags. There are two main copyright restrictions on photos – they can only be used for private purposes (they cannot be used for commercial purposes), and attribution must be given by providing a link to the license, and indicate if changes were made.

Website: flickr.com/photos/thomashawk

Kaboompics

Kaboompics

High-resolution photos to download and free of all copyright restrictions. To find photos use can either use the Search Box, click #Tag under the photo, or choose a Category to see the images you’re looking for. New photos are added daily to Kaboompics.

Website: kaboompics.com

Life of Pix

Life of Pix

Download beautiful high-resolution photos by Leeroy Advertising Agency in Montreal and their network of photographers. There are no copyright restrictions and photos are added weekly. Life of Pix has search capability.

Website: lifeofpix.com

Minimography

Minimography

Minimography is a project from Lauren Mancke and Brian Gardner that enables you to download royalty-free minimalist photos for your personal or commercial projects. There are no copyright restrictions although an attribution link back to the site would be appreciated, but not required. The site has search capability.

Website:  minimography.com

Morguefile

Morguefile

Founded by Michael Connors, Morguefile is a free photo archive “for creatives, by creatives.” Its large database of high-resolution photos is searchable and are available without copyright restrictions.

Website: morguefile.com

SplitShire

Splitshire

Created by Daniel Nanescu, SplitShire offers free high-resolution photos with no copyright restrictions. Photos have been categorized and can be searched by tag.

Website: splitshire.com

Stokpic

Stokpic

The site was created by Ed Gregory who decided to give away his photos for free. You can either subscribe, and get 10 new high-resolution photos sent every 2 weeks, or search by category or search bar to choose photos. All photos on Stokpic are free from copyright restrictions – attribution is not required.

Website: stokpic.com

Albumarium

Albumarium

Unlike other free photo websites, photos are organized into albums. Searching for a photo is replaced by searching for an album which contains similar photos. Photos on Albumarium are free of copyright restrictions, but photo attribution is required.

Website: albumarium.com

FancyCrave

FancyCrave

FancyCrave is a free stock photo site created by designer & photographer Igor Ovsyannykov in February 2015. He publishes two high-resolution photos daily that are free of all copyright restrictions. The site has search capability.

Website: fancycrave.com

Foodiesfeed

Foodiesfeed

FoodiesFeed is a resource of free realistic food photos in high resolution and free digital goods related to food. Photos are free of all copyright restrictions and the site has search capability.

Website: foodiesfeed.com

Free Nature Stock

Free Nature Stock

Free Nature Stock photos was created by Adrian Pelletier. All photos are free of restrictions to use as you want without or attribution. In short, do whatever you want. The site has search capability and is updated daily.

Website: freenaturestock.com

Gratisography

Gratisography

Gratisography has free high-resolution pictures to download and use on personal and commercial projects. New pictures are added weekly by photographer Ryan McGuire and are free of all copyright restrictions. Photos have been categorized for convenience and the site has search capability.

Website: gratisography.com

Jay Mantri

Jay Mantri

High-resolution images by photographer Jay Mantri are available to download free of all copyright restrictions. The site does not have a search function. Attribution is not required.

Website: jaymantri.com

Magdeleine

Magdeleine

High-resolution photos are submitted and hand-picked by the team at Magdeleine for free download without copyright restrictions. Some photos do, however, require attribution. The site has search capability, and photos are categorized. A new photo is added every day.

Website: magdeleine.co

Pikwizard

Pikwizard Free Stock Photos

Pikwizard has free high-resolution pictures to download and use on personal and commercial projects. There are no copyright restrictions on photos and they can be used for any purpose. Attribution, although not necessary, is always appreciated by the photographer. Pikwizard has search capability with good tagging. Photos can either be downloaded or copy and paste the code to link directly to the photo.

Website: Pikwizard

Mophoto

Mophoto

Mophoto is a subscription-based service that also offers free images. If you sign up, you’ll receive a selection of seven free high-resolution photos each week that can be used in any way you want. The site has search capability and photos are without copyright restrictions.

Website: mopho.to

RAWPixel

RAWPixel

High-resolution copyright-free photos to download. There are no copyright restrictions on photos and they can be used for any purpose without attribution. RAWPixel has search capability and login is required.

Website: rawpixel.com

Skitterphoto

Skitterphoto

Established in 2014, high-quality photos are uploaded daily. They can be found by browsing the categories or by search. Photos on the website are authentic and not from other sites. All photos were taken directly by Skitterphoto creators and users. Photos are free of all copyright restrictions.

Website: skitterphoto.com

Bossfight

Bossfight

Bossfight aggregates photos daily from other popular free photo download sites that are free of restrictions. You can download photos individually, subscribe for free, or get a downloadable zip file of EVERY image once a month. The site has search and 8 photo categories. There are no restrictions and attribution is not required.

Website: bossfight.co

DesignersPics

DesignersPics

All photos have been captured by Jeshu John, web developer and designer, whose frustration with the lack of free quality photos available inspired the sites creation. Photos are uploaded daily and are without copyright restrictions (attribution would be appreciated but nor necessary). DesignersPics has search capability.

Website: designerspics.com

Free JPG

Free JPG

Free high-quality stock photos for commercial and personal use. Photos are free of all copyright restrictions and Free JPG has search capability.

Website: freejpg.com

Good Stock Photos

Good Stock Photos

Good Stock Photos was created by Steven Ma, a web designer and online marketer. Photos are organized into collections as well as the site having a general search function. Every day a new photo is uploaded. All photos are high-resolution and free of all copyright restrictions.

Website: goodstock.photos

Pickup Image

Pickup Image

Pickup Image is one of the largest collections of free high-quality photographs. The site is searchable and photos are free of all copyright restrictions. To download photos, you need to sign up to create a free account.

Website: pickupimage.com

Pixabay

Pixabay

A large collection of photos uploaded by contributors. Pixabay is a comprehensive site that is searchable. Photos are free of all copyright restrictions.

Website: pixabay.com

StockSnap

Stocksnap

Hundreds of high-resolution images added weekly. All photos are free from copyright restrictions – no attribution required. StockSnap has search capability.

Website: stocksnap.io

The Light Painters Loft

The Light Painters Loft

Founded by Sabrina Milazzo (photographer, designer, and blogger), the Light Painters Loft is a resource for high-quality free stock photos to download and do as you please. All photos are free of copyright restrictions – attribution is not required. Search either by using category or the search bar.

Website: thelightpaintersloft.com

Best Stock Photo Free

Best Stock Photo Free

Best Stock Photo Free has a good selection of photos which can be found using search or from the curated 19 categories for photos. Registration to obtain a free account is necessary to download photos. Attribution is required for all photos and some are restricted to only non-commercial use.

Website: beststockphotofree.com

Cupcake

Cupcake

Photos on Cupcake are free of all restrictions which means you can use them any way you want. The site doesn’t have a search function. Although attribution is not required, Jonas Wimmerström, the photographer, would love to hear where his photos have ended up.

Website: cupcake.nilssonlee.se

FreeRange Stock

FreeRangeStock

Freerange Stock was formed with the goal to provide free high-quality stock photos for commercial and non-commercial use. Free sign up is required to download photos and there are no restrictions. The site has search capability.

Website: freerangestock.com

Getrefe

Getrefe

Getrefe has high-quality stock photos for commercial and personal use. Photos are free of all copyright restrictions and the site has search capability. Free sign up is required to download photos.

Website: getrefe.com

Jeshoots

Jeshoots

This site showcases high-resolution photos by Jan Vašek (Czech Republic, Prague). Photos have been categorized as there is no search function. All photos on Jeshoots are available to download free of all restrictions.

Website: jeshoots.com

Lock & Stock Photos

Lock & Stock Photos

Photos are provided by AJ Montpetit to download and do as you please. There are no copyright restrictions. Lock & Stock Photos has a search function and photos are categorized.

Website: lockandstockphotos.com

RGBStock

RGBStock

One of the largest collections of free high-quality photographs. RGBStock is searchable by tag or category and photos are free of all copyright restrictions. To download photos, you need to sign up to create a free account.

Website: rgbstock.com

Superfamous

Superfamous

All photos and images by Folkert Gorter. Photos are free of copyright restrictions, except attribution is required. Superfamous doesn’t have a search function.

Website: superfamous.com

Visual Hunt

Visual Hunt

High-quality free photos in one place. Visual Hunt curates the best free images from many online sources and pulls them together. Most of the photos are free from all copyright restrictions which means you need to check each photo for any restrictions they may have. The site has search capability and can be browsed by popular categories.

Website: visualhunt.com

Alexander Rentsch

Alexander Rentsch

Alexander is a Berlin-based photographer who’s uploaded his portfolio to Flicker curated into 4 albums. There is no search function, other than album categorization. Login is not required. Photo attribution is required and photos can’t be used for commercial purposes.

Website: flickr.com/photos/captain_die

Ancestry Images

Ancestry Images

The site is a free image archive of historical prints and images dating from the 17th but mostly from the later 18th century and 19th century. Ancestry Images does have search capability. Attribution is not required and there are no copyright restrictions.

Website: ancestryimages.com

Death to the Stock Photo

Death to the Stock Photo

They describe themselves as a photo & inspiration haven for creatives. What they offer is an email subscription service that sends curated photo packs every month. The photos are free of all restrictions and can be used in any way you want. Death to the Stock Photo doesn’t have a search function.

Website: deathtothestockphoto.com

Free Images

Free Images

Free Images was launched in February 2001 as an alternative for expensive stock photography. The idea was to create a site where creative people could exchange their photos for inspiration or work. You need to sign up (for free) to gain access to hundreds of thousands of high-quality, hand-picked stock photos and graphics. Photos are free of all copyright restrictions and the site has search capability.

Website: freeimages.com

Good Free Photos

Good Free Photos

Good Free Photos has high-quality stock photos for commercial and personal use. Photos are free of all copyright restrictions and the site has search capability.

Website: goodfreephotos.com

LibreShot

LibreShot

This site showcases high-resolution photos taken by Martin Vorel. Photos have been categorized and there is search capability. All photos on LibreShot are available to download free of copyright restrictions.

Website: libreshot.com

Negative Space

Negative Space

Free photos are added weekly to Negative Space and all are released without copyright restrictions. Photos can be searched by category or using the site search function.

Website: negativespace.co

Snapwire Snaps

Snapwire Snaps

Every week, 7 free high-quality photos are uploaded to Snapwire Snaps to download and do as you please. Photos are free of all copyright restrictions and the site has search capability.

Website: snapwiresnaps.tumblr.com

WOCinTech Chat

WOCinTech Chat

The Founders of WOCinTech Chat are both professionals in the tech industry and women of color from New York City. One of their initiatives is 500+ images available to download on their Flickr page. Photos have been curated into 3 albums. Although there isn’t a search function, there is a page containing all the photo tags. There’s only one main copyright restrictions on photos and that is attribution must be given by providing a link to the license, and indicate if changes were made.

Website: flickr.com/photos/wocintechchat

Bucketlistly

Bucketlistly

Over 2800+ travel photos categorized by country. There is no search function on Bucketlistly other than country categories, and photos are free of all restrictions.

Website: bucketlistly.com

IM Free

IM Free

A free curated collection of photos and images for private and commercial use. Photo attribution is required but otherwise is free of all copyright restrictions. IM Free has search capability.

Website: imcreator.com

ISO Republic

ISO Republic

ISO Republic was founded in October 2014 by Tom Eversley, a designer, and photographer from England. All images are high-resolution and free to download for commercial and personal creative projects. Photo attribution is not required (but would be appreciated). The site is searchable and photos are free of all copyright restrictions.

Website: isorepublic.com

MMT

MMT

High-resolution photos by Jeffrey Betts to download and free of all copyright restrictions. MMT has search capability.

Website: mmtstock.com

Moveast

Moveast

This is a journey of João Pacheco, a designer born and raised in Portugal that decided every photo should be used for free. The high-quality travel photos from Asia can be found by searching Moveast and are available without copyright restrictions.

Website: moveast.me

Raumrot

Raumrot

High-quality photos that have been categorized into photo sets and image categories to download for free. Raumrot doesn’t have a search function. Photos are free of all copyright restrictions, except attribution must be given.

Website: raumrot.com

StockVault

StockVault

StockVault is a large photo sharing website used by photographers and designers to showcase and share their work. All photos are free from copyright restrictions and the site has search capability.

Website: stockvault.net

Travel Coffee Book

Travel Coffee Book

A large collection of travel photos from different destinations. Photos are free from all copyright restrictions. Travel Coffee Book doesn’t have search capability.

Website: travelcoffeebook.com

4 Free Photos

4 Free Photos

The photos on this site are available to be downloaded for free and used for private and commercial projects. There are no copyright restrictions on 4 Free Photos. The site has search capability. Photo attribution back to the website is required.

Website: 4freephotos.com


What is Email Marketing and How You Can Benefit

What is Email Marketing and How You Can Benefit

Some say email marketing is old-fashioned. But it’s not.

Actually, email marketing is the most profitable form of marketing online. Nothing else compares.

That’s because email is the best way to turn an interested prospect into a paying customer and it converts so well. According to the Direct Marketing Association, email marketing gives the highest ROI (Return on Investment) on any form of marketing you can do – online or off.

That’s how powerful it is.

So what differentiates email marketing

It doesn’t sound sexy. It hasn’t got the pizazz of terms like social media marketing and search engine marketing (SEM).

But email marketing has something head and shoulders above the rest – it’s capable of making heaps of money.

That’s because, with email, you’re having a one on one conversation with someone whose shown interest in what you have to say and sell. In fact, you’ve been given the privilege of sending informative content directly to their inbox.

That doesn’t happen with social networks such as Facebook, Twitter, LinkedIn or whatever the latest shiny social space is. Posts on the social networks are quickly lost in a stream of drama and few people see all of their messages.

Again, email is one-on-one – the start of a relationship.

What exactly is email marketing

Email marketing begins with obtaining permission from your prospect to send interesting and informative emails to their inbox.

It’s sometimes called permission marketing, a term coined and developed by the entrepreneur, Seth Godin in his book of the same name “Permission Marketing”. Seth writes:

Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.

By obtaining a person’s permission you’re able to add their email address to your email list. Known as subscribers, these people are your audience and they seek the information you provide. They want to find out more and be kept informed.

What email marketing does

On a regular basis, depending on the requirements of your audience, you’ll email them the niche-specific content they’re looking for.

They’ve opted into your email list because they dig what you’re on about and how you tell it. Frankly, it resonates with them, and they want to find out more.

This is the basis of content marketing, where you take your prospective buyer on a journey from not knowing you, through to wanting to buy from you.

Each email progresses that journey with information to enable your prospective customer to make a decision to purchase. In the process, trust is built, and trust helps build your business.

How email marketing works

Quality content your audience needs is produced and emailed to them.

Did you notice I just used the word “content”? That’s because it could be a:

  • blog post or article
  • video production
  • webinar
  • podcast
  • Slideshare presentation
  • and everything in between.

The email could be a one-off if you have a very small email list, or via an email service provider which is the norm.

The type of email your audience receives depends on their relationship with you as a prospect or customer. As an example:

  1. They may have just joined your email list, in which case a sequential number of emails would be delivered by an auto-responder over time, so they get to know and understand you better.
  2. They may have recently joined your list and are ready to be offered a product or service to buy.
  3. An existing customer would receive a different sort of email.
  4. Whether a prospect or customer, your audience should anticipate and receive regular and timely information to ensure that you are kept at the forefront of their mind.

Generally, at the end of each email, there is a Call to Action (CTA) for your subscriber to do something. It could be anything, like buying an online course your offering, leaving a favorable review on a podcast, or reviewing the latest chapter of a new book your writing.

And finally …

Email marketing may seem a quaint old-fashioned term but it’s a powerhouse that gives you the best marketing ROI.

The main differentiator to other forms of online marketing is the one-on-one that email marketing provides.

This builds a relationship with your prospect and that, in turn, builds trust. When you know, like and trust someone, you’re likely to do business with them.

How Great Customer Retention can Skyrocket your Profits

How Great Customer Retention can Skyrocket your Profits

Want to know a red hot strategy to grow your business?

It’s customer retention.

That means delivering the best possible customer experience to actively retain your customers.

This is the new growth area, because 80% of your company’s future revenue will come from just 20% of your existing customers, according to Gartner Inc.

Implementing a customer retention strategy will give you an early advantage over your competitors. That’s because a whopping 80% of businesses think they’re delivering a superior service, yet only 8% of their customers agree with them.

And what about the bottom line? A study by Bain & Company found those businesses that increased their customer retention rates by as little as 5% typically saw profit increases ranging from 25% to 95%.

Customer retention is a key brand differentiator and one of the most important components of positioning.

Selling to an existing customer is easier than selling to a new customer

An existing customer has already gone through the know, like and trust phase with you. They’ve purchased your product or service and they trust you.

They believe your product is better than what your competitors offer. The positioning of your product has resonated with them and they’ve purchased.

And this makes it easy when they purchase from you again.

The stats for embracing a robust customer retention strategy are compelling.

According to Marketing Metrics, there’s only a 5-20% chance of selling to a new customer compared to a 60-70% probability of selling to an existing customer.

That means you’re 14 times more likely to sell to an existing customer than a new customer.

Then there’s the 6-7 times cost of attracting and converting a potential customer into a paying customer, as stated in a report by John A. Goodman for the White House Office of Consumer Affairs. That’s significant and makes it a no brainer to do everything possible to retain your customers.

The benefits of customer retention

Retaining your customer involves actively delivering the best possible customer experience.

The benefits of customer retention are as follows:

  • Selling to an existing customer is easier than selling to a customer that hasn’t purchased from you.
  • It’s far more profitable than converting a lead or a prospect as outlined above.
  • An existing customer is highly likely to buy from you again.
  • They talk. They’ll recommend your product or service to their friends. That can be face to face, social media or whatever, it doesn’t matter.
  • According to American Express, one happy customer will tell nine other people about their experience.
  • You can charge more by delivering a superior customer experience. A study by RightNow Technologies found that 86% of consumers are willing to pay up to 25% more for a better customer experience.
  • Then there’s the lifetime value of the customer. On average, loyal customers are worth up to 10 times as much as their first purchase.

Customer retention front and center

Customers expect a lot. A recent report shows that 60% of consumers have higher expectations for customer service than they did just one year ago.

Yet the majority of businesses are not delivering that superior customer experience, even though consumers are willing to pay more for your product to obtain it.

The benefits of an active customer retention strategy are obvious and compelling. In summary:

  1. That’s what your customers want.
  2. Your profits are increased substantially.
  3. It’s a key brand differentiator where customer experience will overtake price.

For it to be successful, a customer retention strategy needs to be adopted at all touch points with the consumer. And it has to be consistently superior.

Customer retention shouldn’t be just a cog in the wheel of marketing. It should be front and center.

How to Create a Tagline with Benefits Your Customers Want

How to Create a Tagline with Benefits Your Customers Want

What do you do?

Most people will answer with what they do for a living. Nothing more. Ask a company and you’re told what they make or what service they provide. Again, nothing more.

With a tagline, however, you can explain in the simplest way possible what you do and how your customers can benefit – that’s it.

David Ogilvy said

What you say is more important than how you say it.

Although only one sentence or phrase, a tagline provides a very powerful statement of how you, your product or service, can benefit a potential customer.

In this article, I’ll show you how to create a tagline for the benefit your customer wants.

How to create a tagline

People have trouble creating a tagline because they’re not exactly sure who their potential customers are, or how they can serve them.

So, these questions need to be answered before you can create a tagline:

  1. Who are your potential customers? Who is the buyer?
  2. What are you selling them? What will they be able to do, with what you’ve sold them?
  3. How will they benefit from buying it from you? What problem will it solve for them?

That’s pretty straightforward and enough to construct a tagline.

Now, use this basic template to create a tagline for your own business:

I help _____

(do) _____

so they can _____.

Typically, a tagline contains some sort of transformation, which is the “so they can _____ “.

This is where you show the benefit of buying from you, and how your customer will be better off. This is what differentiates you from your competitors.

Other types of tagline templates

Here are a couple of examples of tagline templates.

For creating a product or service:

I am going to create a (whatever the product or service is)

to help (your potential customers or buyers)

that will enable them (what transformation you’ll help them achieve)

For an online course:

Learn (how this works),

so you can (achieve so-and-so).

An example of creating a tagline

Recently I wanted to get more Ratings and Reviews on iTunes for a podcast I produced. This is the aim of all people starting a podcast, because the more ratings and reviews received, the higher you rank in iTunes.

To achieve this, I created a Podcasters Private Facebook Group to give ratings and reviews on each other’s podcast. I also needed to create a tagline to entice podcasters to join and show them the benefits of doing so.

The first step was to create a simple tagline using a basic template.

I am going to create a Private Facebook Group

that helps Podcasters

get more Ratings and Reviews and therefore obtain a higher ranking in iTunes.

Then I broke it down as follows:

Problem:

Can’t get Ratings and Reviews on iTunes

Solution:

Podcasters Private Facebook Group for giving Ratings and Reviews to each other’s podcast

Benefit:

Podcasts receive a higher number of Ratings and Reviews

Ultimate benefit:

Podcast will rank higher in iTunes

Finally, I had a polished tagline for podcasters to join my Podcasters Private Facebook Group:

Increase the number of Ratings and Reviews in iTunes for your podcast to rank higher.

A tagline is different to a slogan

Yep, and that’s fact.

A slogan helps with branding or product identification. They’re catchy, seen on packaging, display ads, commercials and large billboards. The aim is to associate the creative catchy phrase with the product and make it stick in the consumer’s mind.

Here are some famous and well-known slogans:

“Where dreams come true” – Disneyland

“Have a break, have a Kit Kat” – Kit Kat

“Think different” – Apple

“American by birth, Rebel by choice” – Harley Davidson

“Just do it” – Nike

“Finger lickin good” – Kentucky Fried Chicken

“Buy it. Sell it. Love it.” – Ebay

Slogans are directed towards an association with a product, whereas a tagline shows the benefit you can offer your customer.

However, in some cases taglines are slogans

This is particularly true when brands are just starting out.

This is what Erica Mills of Claxon had to say

When brands are starting out, sometimes the slogan and tagline are one and the same because you’re just trying to establish who you are, what you stand for and why people should buy you.

An example of a tagline being a slogan is M&M’s timeless

Melts in your mouth, not in your hands

M&M’s originated in the United States in 1941 after one of the founders, Forrest Mars (son of the founder of the Mars Company, Frank C. Mars), patented a process that stops the chocolate candy from melting in your hand. In 1954 Peanut M&M’s were introduced and the tagline “Melts in your mouth, not in your hands” made its debut.

The benefit is obvious and the slogan is very catchy and enduring.

This is an excellent example of a brand starting out with the tagline and slogan being one of the same. After all, the patent was based on this premise.

An equally famous tagline being a slogan is the first tagline FedEx used from 1978-1983

When it Absolutely, Positively has to be there overnight

A memorable tagline with a very clear benefit to the customer. At the time, it also represented a unique selling proposition for FedEx.

Why taglines are important

In one sentence, a tagline tells the world who you can help, and why they’ll be better off after buying from you.

A tagline is simple and to the point. Anyone should be able to understand it clearly and easily.

Finally, your tagline should reflect how your business differentiates itself from your competitors and what makes you unique.

And, it’s all packed into one sentence.

How to Position Your Product in a Crowded Market

How to Position Your Product in a Crowded Market

Have you ever had a brilliant idea for a new product or service, only to find there are heaps of people doing exactly what you thought was a spark of genius?

So back to the drawing board? No, that’s not necessary. It may seem counter-intuitive, but a crowded market with heaps of competitors should be embraced rather than ignored.

That’s because it’s all about positioning your product and finding a unique niche, no matter how crowded the market is.

The market where money is made

A crowded market represents a market where money can and is being made.

It’s fertile ground just like a rainforest with its complex ecosystem. If you were to plant something in a rainforest, it has a great chance of growing. The same is true for a market with many competitors.

Contrast the rainforest analogy to a market where there are no competitors. You’re the first! This is like being in a desert, looking around and seeing nothing growing. There are no competitors because the market or niche is not profitable.

It’s crowded out there and almost anything you can think of has been done or attempted. New products that come into the market are for the most part reiterations of products or services that already exist. It then comes down to finding the right niche that differentiates you from your competitors. This is called positioning.

Positioning your product

Positioning is what sets your product or service apart from your competitors. It’s not just a case of being different, it’s also being better.

So rather than trying to avoid competition, you want to successfully compete by positioning your product in a unique and better way, so people will buy from you and not your competitors.

Many marketers and business owners refer to this as the Unique Selling Proposition (USP). In its simplicity, the USP shows a specific benefit of your product to your potential buyer that your competitors don’t have.

There’s a problem with the USP as a stand-alone concept, and that is by offering your customers a different benefit doesn’t necessarily mean that it’s a better one.

A lot more is required to uniquely position your product.

How to position your product

To successfully position your product, it needs to be:

  1. Unique. Is it different from what your competitors offer, and in what way?
  2. Beneficial. Does your product offer a compelling benefit that your competition doesn’t?
  3. Positioned in the mind of your potential customers. What do they think of it?
  4. Remarkable in a positive sense. Will your customers recommend your product and share with their networks?
  5. Memorable. Will your product or service have an immediate and lasting impression?

By taking this approach, your product can be uniquely positioned as being different and better than your competitors.

With great positioning, you have carved a niche in the market where your product will resonate with the potential customers you’ve developed it for.

Understanding your customer enables you to position your product

It comes back to knowing your potential customer. Being able to empathize with them and understand their worldview. This is the ground floor for product success and getting your customer to buy from you.

It doesn’t matter whether you already have an audience, existing customers, or starting from scratch. It is an individual that will hand over her credit card to purchase your product.

Understanding why she would purchase from you and not your competitor means that your product has been successfully positioned for your potential customers. They will purchase from you.

Customer retention is also part of positioning

A lot of effort goes into getting a customer to buy from you. Once they do it’s not the end of the story and mission accomplished. Far from it.

Positioning is an ongoing process from all touch points with your customer. Examples are warranties, customer support, evangelizing about the product and additional purchases. You want your customer to be happy and to buy from you again.

This is known as customer retention and I believe it to be one of the most important components of positioning.

Success with customer retention is mainly determined by the culture within an organization and how they view and treat their customers. As an example, I think everyone has experienced the good and the very worst of customer support at some time.

The importance of customer retention is vividly shown by the following facts:

Selling to an existing customer is far easier than selling to a new customer

5-20% probability of selling to a new prospect vs 60-70% probability of selling to an existing customer (Source: Marketing Metrics)

What this means is that you’re 14 times more likely to sell to an existing customer than a new customer.

Acquiring a new customer is very expensive

It is 6-7 times more expensive to acquire a new customer than it is to keep a current one. (Source: White House Office of Consumer Affairs)

This fact is self-explanatory yet only 16% of companies put their primary focus on customer retention.

In summary, great positioning sets you apart from your competitors. It’s not just being different, it’s also being memorable and worthy of recommendation. After the sale, it’s caring deeply about your customer and their experience going forward with you.

Frankly, you’ll just be better than your competitors.

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