Is "Salting" The Key To Promoting Your Products?

[Dien Rice]

"Salting" is being used by various companies to generate a lot of "buzz"... What is "salting"? Let me explain.

First, I got the term "salting" from "The Millionaire's Notebook" by Steven K. Scott.

One big company - Apple - uses "salting" practically every year... It helps Apple to generate a ton of free publicity.

And a few online marketers use "salting" very effectively too.

The reason it's called "salting" because when you shake a lot of salt on your food - you get thirsty. "Salting" is about how to get your prospects to "thirst" for more...

One way to do that is to give out a little bit of information - but not too much! Just a "hint" or a "taste" - and that's all!

Give just a little and it will generate curiosity about the rest!

Michael Ross has used this technique various times here to promote some products he's been involved with (including the Entrepreneur's Hotsheet just before it was launched). John Reese uses it on a regular basis (he likes to call it "anticipation marketing" - but it's really the same thing).

How does Apple use it? Well, every year you know Apple is going to make a big announcement - since it does every year, at the same time each year. However, you know very little about what Apple will announce. They never tell you!

All you know is just that little tidbit - that Apple will make a big announcement. Even that is just enough "salt" to get people "thirsty" - and to get the rumor-mills humming!

The key with "salting" is not to give away too much - until the time is right! But give away just enough to drive people bonkers with curiosity.

- Dien

P.S. Here's an interesting article I read, about "Apple's Marketing Genius" - that talks about this (though not with the term "salting")... http://www.pcmag.com/article2/0,1895,2084522,00.asp

One of my first ad projects was "Ads on Restaurant Placemats". I made up a Sample Mat with 16 Ad Spaces around the edges. Each Ad Space was numbered. I also made up a "Presentation" showing where the Mats would be placed....How Many and How Much I was charging for each Ad Space.

Well....after the first 3 "No!" I realized something was dreadfully wrong.

Then IT dawned on me...."No One WANTS to be first"!

I call this my "TRAIN" Marketing Theory;
When I was a little boy....I remember looking at a train we were about to ride on. It was just sitting there with it's engine off. I remember wondering;
"WILL the engine start?"
"WILL it have enough power to take us where we're going?"

THEN....as I was going over the 3 "No Sale Pitches" I had just given, I surmised that MAYBE....my prospects were ALSO WONDERING....IF....MY Placemat project would "get going"? Would I get enough advertisers to fill the spaces? All I was showing them was a Blank Sheet of paper with EMPTY Spaces.

So....I got a "Flash";
"Why don't I go back to each of these 3 prospects and offer them a "90 day FREEBIE"? I would put their ads in for No Charge for 90 days. (I'd print up enough mats to last for 90 days) I'd then ask them to pay for the next batch.

The results were, they ALL agreed to do a Freebie....AND...when I showed my Sample (with THREE ADS) to New prospects....they could see for themselves that "the Train was moving"...."the Engine was working" and...THEY could get ON!

I've learned this; "NO ONE LIKES TO BE FIRST!"....with most anything! When there is EVIDENCE that OTHERS "approve" of an idea...it is PROOF enough for them.

I also call this "psychological TOOL".....the "BRING ON THE WITNESSES" syndrome.

Now....this does not mean the "Freebies" will be "Free" forever. If they don't wanna pay when the "Trial" period is over...put in some newbies....who will be easier to enroll because they will now see only 3 Ad Spaces remaining (for example)

Don Alm

The idea of salting is a good one.

And the idea of salting by adding some membership sign-ups first is really good, too.

Now the big companies have an advantage, they have a large advertising budget and name recognition.

How does someone using Internet Marketing do it?

The only think I can think of off-hand is to do a product launch, and salt through JV partners and through your own list.

If you are well known online, with a reputation for having turned out some good products in the past, then, like John Reese, it will build up "thirst" for what you might do next.

When I think of the Pipeline Project, it used the salted technique, by bringing out teaser videos, each one giving you more of a complete picture. Then when they launched, they added the scarcity principle of limited amounts being sold. I hear that they did really well with it.

I'm not sure salting would work if you are a complete unknown, but if you have a great track record, then people look forward to what you are bringing out into the marketplace.

Overall, from what I've seen, it's a good idea. It takes a little sophistication to roll out, but once you have a good reputation and some decent mindshare, it will probably go down really well.

Sincerely,

Saleem

Salting in the real sense of the word is done at bars, give away free salty pretzels and watch customer drink more beers and mixed drinks

[Ankesh]

To learn how to build anticipation - forget Apple. Learn from Hollywood!

(I dont have much time right now or I would have written more in detail...)

Some use and apply "Salting" to their businesses really well.

But unfortunately, Many do a Bad, even Terrible job with it...

Consumers, businesses and newbies are Smarter than most think...

So be careful on How you shake that Salt & Pepper around...

Because Partial access to Content and other "tricks" of the Marketing trade...

Can really Sour your Product and reputation.

Studying and Learning how to PREsell might Help some a little...

And it's Free!
http://freetrial.sitesell.com/#MYCPS

Phil

Hello Dien

There is a lot of talk about pre-selling, content, "salting", teasers, etc

Is the question for the "lead" not always: "So what, whats in it for me, Does it solve my problem? or some variation of that?

Q: Are you offering an offer of a solution in thë "salting", or is it information about the "offer"...........hmmmmmmmm

I have a site that I use to keep me on track to making profits......not sure if its "salting" or not,,,,,