A few months ago I bought the Ultimate Entrepreneur’s Toolkit – essentially a collection of e-books, audio and video produced by a range of different authors who had joined together to promote their products. Included in the toolkit was the book “Pink Spoon Marketing” written by Andrea J Lee and Tina Forsyth.
I must admit that prior to buying the toolkit I hadn’t heard of the Pink Spoon Marketing concept. When I downloaded the content the book grabbed my attention so I printed it out and read it over the course of a weekend. In this review of Pink Spoon Marketing I’ll share some of the ideas and concepts that I got out of it.
Pink Spoon Marketing appears to be written for online businesses, but it has it’s origins in offline business. The Pink Spoon concept relates to the way ice cream shops sell their product. You’re given a pink spoon to try a sample (for free). If you like the sample, you’re more likely to become a paying customer and purchase an ice cream cone. Maybe after that you’re more likely to buy a container of ice cream to take home and maybe if you really enjoy that you’ll indulge in some extra luxuries, like an ice cream cake or even a ‘flavour of the month club’.
You can see the basic idea of Pink Spoon Marketing here – give away a free sample which leads people to the next level – a lower priced product. Then offer something else that’s more expensive as the next level, and then create something even more expensive.
The book outlines a logical process to help you create your own ‘Pink Spoon’ which you can use to give away.
The early chapters look at how to discover your niche market and understand the problems they face. With this information you then decide on the solutions you are going to create that will help to solve their problems.
Once you have your solutions, it’s time to turn them into products and packaging. I found this section the most helpful.
When you have your products, the book then talks about how to promote them to get people to your site, and how to convert traffic into prospects. There were some very good ideas in this section.
It then looks at how to build trust by keeping in regular contact with your customers by methods such as email newsletters. This step focuses on ezines as the main method. Blogging isn’t mentioned here, which is interesting considering this is the second version of the book and we re-released in February 2009.
What I Liked About Pink Spoon Marketing
I thought it was structured very well and laid out in a logical order. Some of the information may appear a little basic, but there are still many great ideas. I mentioned that I found most value in the chapter on turning your solutions into products and packaging. For my financial planning business I’d already been thinking about writing a short e-book we could put on the site to encourage people to sign up for our newsletter. After reading the chapter I got the idea to set up a financial boot camp – an online ‘course’ where you can sign up to our newsletter, and receive an email a day for 14 days that takes you through the process of getting your finances in order.
What I Don’t Like About Pink Spoon Marketing
As I mentioned previously, it doesn’t mention blogging as a way to develop relationships with your clients. I see this as only a small problem however.
When I read books like these, I’m more interested in the overall strategies they suggest. The actual tactics (the things I’ll do to achieve the strategies) are secondary – I can think of those myself or with my team. so the strategy of building trust through keeping in touch is a very valid idea. The tactics around how to do this will change as technology and demand changes.
Is It Worth Buying Pink Spoon Marketing?
I think it’s worth the money. You get the workbook, plus a bunch of 7 mp3s that take provide a lot of other ideas.
The thing I liked most about the book is that it is designed as a workbook – there’s space for you to write and there’s exercises for you to complete to help you design your own Pink Spoon. I’m very happy with the results from my initial reading of it. I’ll be going through it again over the next few months to try and apply it to my other online businesses.
Click here to find out more.
What do you think?
Have you heard of Pink Spoon Marketing before?
Do you have a Pink Spoon?
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