Forget ads - content marketing sells physical products

Welcome to The Innovators Insight.

Every Saturday, you’ll get an actionable email explaining everything you need to know about physical product concept design, development, fundraising, and marketing so you can develop your ideas from sketch to scale.

A big thank you to our sponsors who keep this newsletter free to the reader:

Enventys Partners - the world's only turnkey product launch company. Their product development, engineering, and omnichannel marketing services to have helped thousands of clients earned more than $1 billion in product sales over the last 20+ years. Click here to learn more about how to they can help you.

Do you have an amazing product idea but struggle with actually developing, funding, and marketing it?

You know your concept could be a game-changing hit... if only you could figure out the sketch-to-scale process.

I’ve been there myself more times than I can count.

I'd be lying awake at 3 AM.

Mind racing with product ideas.

But I had no clue how to transform those late-night brainstorms into physical products people can BUY.

The innovation was there – bringing it to market was the big problem.

Does this sound familiar at all?

If so, then today’s newsletter is for you.

I’ll map out a simple content marketing plan specifically for promoting physical products online... in the exact places, your potential customers already hang out.

No more wasting time and money driving the wrong traffic.

Let’s dive in:

Know Where Your Audience Is

First, research where your target buyers like to hang out online.

Is your product popular with young parents?

Senior citizens?

Fitness junkies?

Identify 1-2 main social platforms they actively use.

For example, if your product appeals to busy moms, focus content efforts on Pinterest and Facebook.

Catering to golfers?

Share posts on Twitter and niche forums.

Matching your content to sites they actually visit ensures it gets seen.

Showcase the Lifestyle

Craft engaging posts highlighting people enjoying life with your product.

For a new water bottle, show mountain bikers happily using it on trails.

Or feature a necklace being worn to a trendy music festival.

Paint an aspirational image they'll want to be part of.

Keep content focused on sites they frequent daily.

Stick to One Site

Rather than spreading thin across every platform…

Establish a strong presence where your buyers are.

Consistently share great posts in that one place.

Become a trusted source there first before expanding elsewhere.

Start Building Your Email List

Don't wait - start gathering emails right away.

Offer a discount code, free gift, or helpful resource guide in exchange for signups.

Promote this with social content driving them back to your website.

Begin cultivating an email subscriber list you can directly contact.

Send out your:

• Excellent content

• Product updates

• Special deals

• And more...

Email marketing forges lasting connections with website visitors.

Partner With Niche Influencers

Connect with bloggers, YouTubers, and Instagrammers who cater to your target audience.

Offer free products in exchange for honest reviews and mentions.

Be sure to build relationships with micro-influencers who have very engaged followers in your niche.

Their word-of-mouth impact can be huge.

For example, a mom with 5,000 YouTube subscribers focused on cooking gadget reviews will drive relevant traffic.

Get your product in the hands of key influencers aligned with your buyers.

Leverage Storyselling

Share your product's "origin story" during or after the demonstration content.

Enable viewers to connect at an emotional level.

For example, if you designed a new baby blanket after having a preemie, share that personal parenting struggle.

Or if your pup's digestive issues inspired your biodegradable dog poop bags, relate that funny backstory.

Storyselling that pulls at the heartstrings stands out.

Form a bond with your audience by revealing what motivated your solution for them.

Final Thoughts

Hopefully, this gives you a solid content marketing blueprint for boosting exposure and sales of your physical product.

Remember - know precisely who you’re selling to and exactly where they spend their time online.

Become a consistent, high-value presence there above all else.

Simple as that!

Talk soon,

Roy

Whenever you're ready, there are 3 ways I can help you:

1. Raise crowdfunding: We can help you turn your product prototype into an investible asset. If you’ve got a working prototype, and need funding to scale, send me a direct message on Linkedin (click here) saying “funding” for more details on how we can help.
   

2. Validate your physical product concept: Got a concept (napkin sketch or full concept design) for a killer product? We want to see it. Click here to submit it for review.
   

3. Free Guide - Crowdfunding 101: How to prepare your physical product for a crowdfunding campaign. Click here to learn more.