Advertising results can guide marketing strategy — if you're willing to read them honestly

Only by advertising can you get "advertising results" – and only by having "advertising results" can you guide your project to success.

I've been doing some advertising. It involved a financial commitment. You might think this is a questionable time to spend money on advertising – national events are grabbing people's focus – but the results I'm getting NOW are showing me where I must tune up my presentation to get better results – and there's no reason why I can't get better results.

I'm spending money to advertise two related books – Creating your own perfume from dropper bottles: Methods, mechanics, and mathematics and Creating Your Own Perfume With A 1700 Percent Markup!: Third Edition. Most of my advertising dollars are going to Google, to advertise the books which are sold on Amazon. Let me explain how my test campaign has evolved.

I ran some advertising on Amazon. Advertising directly on Amazon had two drawbacks. First, because I have an Amazon Associates account, I can get a commission on sales. The commission doesn't just cover sales of the product I've advertised, it also covers others purchases from traffic I've sent to Amazon. But with Amazon's advertising program I can't use my Associates I.D., so I can't get these small but welcome commissions.

The second drawback is that Amazon Advertising gives me only two choices: I can advertise a SPECIFIC title of my own or I can advertise ALL of my titles. This second option means my advertising money is split between multiple products – some of which don't sell well – instead of being focused on titles that do sell well, titles I want to promote.

So on Amazon I have to select the title I want to promote. Then there's another problem. I'm severely limited in the length of my ad. I'm not allowed to write enough to explain the book. And finally, there's censorship that limits what you can say. Don't suggest your product will help people make money or that an investment is required to carry out the program. Can anyone make perfume without putting some money into it? Amazon wants you to advertise but to keep your advertising bland. Bland doesn't sell.

So I've turned my focus to Google, Google Ads (once called Google AdWords). Here I am still very much in the "learning" phase but I'll share some of what I've learned. (If you want to know even more about Google Advertising, check out these books.)

First of all you have to have a goal. In my case it has been to sell specific books. But I offer the books both as instant pdf downloads from my own website and as soft cover books from Amazon. The ads I've run have been for traffic, visitors to a landing page, but I had to make a decision. Should my landing page promote the download from my own site or should it promote the sale of the book on Amazon? This is a choice that must, and in time will, be tested to see which approach is more profitable. At present I'm going with Amazon as the royalty on a soft cover sale is greater than my current price for a pdf download.

So the setup is this. I run small ads to drive traffic to the landing page at my website which gives a sales pitch and link to the page on Amazon that offers my book. And I do some tracking.

Google shows me how many "impressions" they've given each of my ads – how many times my ads have appeared somewhere out there — and how many clicks each ad has received. I am charged only for clicks. In placing my ads with Google I can specify how much money I want to spend daily. Here you can start with just a few dollars – $2, $5 or whatever. You'll want to let an ad run for at least 30 days before you kill it, even if you are only getting a handful of clicks. A small number of clicks means small expense.

Aside from the statistics I get from Google, I get statistics from my own website. These show the volume and sources of traffic. Now, with my ads running, they show a leap in the amount of traffic coming from Google. This is good.

From my own web stats I also get counts of traffic going from my landing pages to my Amazon book pages. This tells me how effective the sales presentations on my landing pages are.

Finally, from the traffic going to my book pages at Amazon, I can judge how effective the sales presentations at my website and my descriptions of the books at Amazon are. I am now in a position where i can identify the weak links in the chain and try to strengthen them.

At this point let's forget my personal marketing concerns and look at yours. My first point for you is that you can read all day about advertising but if you really want to learn about advertising you have to put up some money and do it. This requires two things. First, you have to be ready to spend money, say just a few hundred dollars knowing it could be lost. Next, you must have a product to advertise, a finished product that can be delivered immediately... perhaps a PERFUME.

Here I'm going to quit for today. My next message will discuss how you might use what I've talked about above to sell... PERFUME.


archander
Perfume and Flavor Materials of Natural Origin

Steffen Arctander's Perfume and Flavor Materials of Natural Origin was first published in 1960 and is the classic, authoritative reference for natural products used in perfumes, scents, flavorings, foods, and medicine throughout the world. Part One defines and describes processing methods used to extract or refine the products into usable form; Part Two includes more than 500 monographs on the natural raw materials used to produce perfumes, flavorings, etc. Appendices include a classification of important materials by their scent, and worldwide production figures for major products. Fully indexed, the book also includes 62 pages of photographs, making this the standard reference work on natural materials for perfumers and flavor chemists. The preface contains practical descriptions of available materials, their origin, production and processing methods, appearance, odor and flavor type with brief notes on their main constituents, replacements and common adulterants.


Creating Your Own Perfume With A 1700 Percent Markup! (3rd edition)

Perfume is famous for the markup it can achieve, even for a middle market fragrance. While "everybody knows" that perfume costs next to nothing to make (not completely true) the making of it is often considered an esoteric secret. "Creating Your Own Perfume With A 1700 Percent Markup!" details how a 3-person company with no experience created their own fragrance in response to a marketing opportunity that was too good to pass up. The book explains exactly what was done to create a fragrance for that opportunity but it is far more than a history of the author's project. "Creating Your Own Perfume With A 1700 Percent Markup!" lays out every step in the process of creating your own perfume, either as a do-it-yourself project – and without the benefit of automated equipment some compromises and workarounds are required – or full bore professional production under your supervision. Either way you will be producing a quality fragrance at a remarkably low cost. Do you have a marketing opportunity that would be wildly profitable if only you could obtain your fragrance at a ridiculously low cost? "Creating Your Own Perfume With A 1700 Percent Markup!" is the guide you need to do it.


Naming Your Perfume And Protecting Your Name

A really great name, a special name that is just right for a particular perfume or perfume marketer (or entrepreneur with money to invest!) can be worth a ton of money. But few individuals with great ideas ever manage to cash in on those brilliant ideas. Instead they wait while others "discover" their idea, acquire legal rights to it and make all the money while they are left out in the cold without a penny having been earned for what was once THEIR idea.

If you are struggling to name your perfume and are looking for a name that will have real value, "Naming Your Perfume And Protecting Your Name" will help you weed out low value names and point you to names that have better marketing value plus the potential to become valuable assets in themselves.

If you have a great name you want to protect but no fragrance, "Naming Your Perfume And Protecting Your Name" will guide you through the simple steps you must take to acquire a legal right to that name before someone else grabs it! Best of all, "Naming Your Perfume And Protecting Your Name" shows you how to gain strong legal protection for your name without a lawyer and without spending more than pocket change.

Never had an idea for a product name? Never thought much about perfume? "Naming Your Perfume And Protecting Your Name" may stimulate your interest in a whole new game that, when played well, can make you lots of money without your having to leave the comfort of your home office.


How To Launch Your Own Perfume Company: A Simple Business Plan

You can build a perfume business of your own using this business plan as a guide. By following its detailed strategy you learn to identify motivated groups of potential perfume buyers. Members of these groups are near the tipping point of desire for a new perfume. You don't know these people and they don't know you but you know a marketer they trust, one who does not currently sell perfume and might never think of selling perfume were it not for your approach. Here is where you step in with a professional plan, promotion, and perfume to take advantage of this ripe opportunity for mutual profit. Before your first promotion has peaked, you will already be developing a relationship with your next marketing partner. Following this plan, you will gain more and more profit with each new marketing partnership.


Creating your own perfume from dropper bottles: Methods, mechanics, and mathematics

Now when you make your own perfume you can make it fully "commercial" meaning you will be creating a product ready for regular, continuous sales to friends, relatives, and the public! If the fragrance you've made has already won praise, why not share it with others? Some might pay you for it and want it for their web stores or retail boutiques! Creating your own perfume from dropper bottles: Methods, mechanics, and mathematics guides you through steps that can turn your hobby project into a perfume business. Discover how close you are now and how little more you must do to take what you made with essential oils and dropper bottles into a business of your own! For an introduction to this book, watch this video.


How To Create A More Valuable Name For Your Perfume

When you name a perfume you create a valuable asset – the name itself. To sell your perfume you want the most effective name possible. But a good name can have value beyond the edge it gives your sales. In naming your fragrance you are creating a trademark and a trademark can have value independent of the product. The value of that trademark can vary. Much depends on how well, in naming your perfume, you follow the trademark "rules." How To Create A More Valuable Name For Your Perfume first helps you develop a name that will be effective in selling your perfume. It then prods you to make use of certain techniques that can turn a good name into a great trademark, strong and valuable. If you have questions about how to protect a name, How To Create A More Valuable Name For Your Perfume will answer many such as:

  • Can you protect your name yourself or do you need a lawyer?
  • Can you register a trademark without a lawyer?
  • What does it cost to register a trademark?
  • How do I enforce the rights I have established?

How To Create A More Valuable Name For Your Perfume covers both state, federal, and international protection.


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Philip Goutell
Lightyears, Inc.