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When does it makes sense to invest in a perfume?
(Part 4)

Go back: Distribution

Promotion

Don't spend money developing a fragrance unless you've got a solid plan to promote it -- and coming up with a solid plan to promote a fragrance is not easy.

Go back to market, scale, and distribution to see how many orders you will need to make your promotion profitable and where you expect those orders to come from. Your challenge now is to turn this market – large or small – into a market of buyers.

There is no magic to making sales. One promoter has said that enthusiasm is more powerful than truth or fiction. Buying a fragrance is an emotional decision and, to make sales, the emotions have to be stirred. Logic won't do it.

But your efforts to ignite emotion must be guided. They must follow a well thought out plan. You cannot sell to people unless you can relate to them and they to you. This is why certain "super salespeople" can move from one product to another and continue to sell successfully. They understand the buyers.

Do not expect the scent of your fragrance to sell itself. In the first place, if you are relying on sales to people who have sampled your fragrance you are in trouble. Few people will have the opportunity to sample your fragrance, even if you are fortunate enough to have it in a number of stores. Even those who are able to smell it, and like it, will need guidance to carry them to the point of making a purchase. It is essential that you begin to develop buzz for your fragrance BEFORE people confront the perfume itself.

The buzz is what brings people into the store or, for those who may happen to be shopping in a store that carries your fragrance, to seek out your display. Don't expect people to just stumble across it. You have to drive them, impassion them, win them to your point of view BEFORE they confront the fragrance itself.

How do you do this? What are the hooks? Ask yourself, "What is it that generates an emotional response?"

There are a number of lines you can work along. The "author" of the fragrance can generate an emotional response if he or she has a personal story that is compelling and emotional. Here is where the emotion for celebrity fragrances is generated but, looking into your own personal history, you may find that you have a story about yourself and your perfume that can generate an emotional pull that will then translates into sales.

You might find an emotional pull in the story you develop for your fragrance. What were you thinking when you created it or had it created for you? Was there a theme a bit unusual, a bit attention grabbing, that others can relate to? Will that theme move their hearts?

Sometimes people fall in love with a brand and take an interest in any new product that brand releases. Being new in the field does not rule out the possibility of people being attracted to your brand. Look at all the upstart brands found in the wine racks of liquor stores. The brand NAMES are witty and clever, and they have appeal for their iconoclastic take on wine vending. Wine, like perfume, is sold for the most part to people who are not experts, so that clever brand name is important. Then, under the brand name come the individual wines -- or fragrances.

Relationships can create strong emotional bonds and pulls toward the cash register. If your prospects feel that "you are one of them" and feel they can relate to you, they may want to "support" you in your endeavor. Making your own personality part of your presentation can go a long way... if your personality actually matches that of the people you have targeted.

The lesson

The lesson is simple. You're not ready to develop and launch a new fragrance until you've devised a way to reach your target market and bond with these people in some way that will create an emotional connection, one that drives them to try your fragrance. It's as simple as that.

Next: Knowing how to produce your perfume at the lowest reasonable cost...


Making Perfume By The Quart
Making Perfume By The Quart: A do-it-yourself project book

Many who love perfume dream of having their own -- but it can seem too complicated, too "from another world." Making Perfume By The Quart brings it down to earth for you in ten remarkably easy to understand chapters of instructions that guide you through the complete production process, from concept to finished perfume. But you make just one quart.


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.