Ghadeer Habash, Internationally Certified Career Trainer
Many people in Jordan are discovering their talents are taking their passion to the next level. If you’re working from home or have an idea that can be easily executed at home, read on!
First, having a “perfect” product is not enough. You may work hard to perfect the product but end up not capable of selling it.
Who’s your target market? What is your target group’s age, gender, location, income and so on? Is your product high end-expensive, targeting a high-income segment of society, for example?
Success lies in consistency. To achieve consistency in the product’s quality, you need to have standards, resources and raw materials from the same source, never compromised.
In brainstorming names for your line of products, try to:
Pick an easy-to-remember name with few letters that reflects what you do
Avoid names with the letter P since some may mistake it with B
Try to think of a name that has a meaning or story behind it and is linked to what you’re doing
Research the name on Google to check that it’s not already being used for a same purpose
Research the name on social media platforms to make sure that it’s not being used there either
Font colour and logo are important parts of brand imaging so choose your colours carefully and stick to them; the font style, size and colour should be consistent
While marketing companies can help you with your branding, contacting a freelance graphic designer to design the logo and your visual identity is a good idea to save you money and probably valuable time
Not only should your product be great, but it should also look and even smell great! Think of all one’s senses. Invest some time and money experimenting on how this product can look presentable and attractive. After all, it needs to be catchy to the end consumer’s eye!
Packaging should reflect the image you intend for customers to have about your product. For example, suppose your product is considered a niche (targeting a specific group) and high end product. In that case, the packaging should look luxurious to create a luxury feel, fueling the customer’s willingness to buy and pay the asked-for price!
Look for high-quality packaging materials like boxes or paper bags from factories or wholesalers to save money. I found a factory in Marka that prints logos on paper bags and boxes. If you’re in the food business, Al Mugablain has plenty of beautiful and affordable tableware
Never underestimate the importance of a finely packaged product. Packaging has a direct impact on the final buying decision
Monitor customers’ behaviour. You’ll notice that packaging influences customer satisfaction and people are willing to pay a higher price for the very same product when it’s neatly and nicely packaged
Start by calculating your cost, which is the sum of both fixed and variable costs plus the amount you charge per hour (multiplied by how many hours you’ve worked on your product), then adding a satisfactory profit percentage. What to consider when pricing:
Competitors’ products’ prices
Answer the question: why would anyone pay this amount of money to obtain my product?
This leads you to what marketers call Competitive Advantage or Competing edge. Your offering should have an edge over the competition or what salespeople call a Unique Selling Point. This can be related to the product itself (a unique flavour or design), packaging or service
Where can you make your product available? Amman always has popup shops and bazaars for almost every occasion. Unfortunately, these have temporarily shut down due to the pandemic but once life is back to normal, such events are useful to promote your products. Also, look for shops that sell designers’ products and other handmade products. These usually charge you monthly or annual fees in addition to some agreed-upon percentage on sales. Many already established online shopping platforms sell handmade and designer products and also take a share on sales.
Creating your own social media platforms for promoting and selling your products is essential. Post only high resolution, professional photos; a picture says a thousand words! So get the help of a professional freelance photographer or enrol yourself in a short photography course and use professional applications that help you perfect catchy pictures of your product.
Choose one platform to be your leading social media platform and share it to the rest of the platforms.
Facebook is still the most used platform by all age groups in Jordan and is useful for almost all kinds of products and businesses.
I recommend Instagram, which mainly women and the younger generation use, for businesses that depend mostly on photos. It’s instrumental if you are in the fashion or beauty business. Use Snapchat if you’re targeting a young generation.
Post stories daily on Instagram and Facebook as they are proven to have a substantial impact. Take your followers behind the scenes, provide product demonstrations, teasers of new products, sales or limited offers and promote your next event or blog your event live.
Finally, persistency is key so be persistent!