Selling Sex Toys by Creating Content

I have a website selling luxury sex toys and designer bedroom accessories yeah yep um loket. com if anyone wants anything um it's a really niche market privacy is dead um really niche market and I was interested in what you were saying earlier about going round the sort of I have big really big competitors who can throw a lot of money at stuff and really discount and I'm trying to operate in a more luxury without being you know too Niche what advice would you give someone content yeah content is the game you have to I Get It wait yeah yes like listen this is what she sells she's got no problem with what's your problem I'm shy I'm saving myself yeah I get it it's about what you put in Raj yeah Raj what I put in what Raj wait what I just got told I had to put something in I don't even hear the first part of that I think that you need to really you know to me it's about content so you think of something iconic like Playboy right it wasn't just the pictures there was other things that fed to the demo I would do a really if we were working together I'd actually look at who's actually buying the product I was about to say that actually because I set up a really female Focus website and still 60% of the people who buy from me are men and it's how to really harness that market for me rather than fighting to harness another Market that won't come to me so listen I think that there's a lot of tasteful ways for you to be very successful in using things I mean I would tell you that the Pinterest infographics for you for the female 40% is a complete no-brainer I would tell you that you've got to do a lot more blogging and Co it's listen to give a answer that will benefit everybody every single person in this room and every one of your businesses SL organizations your teacher whatever you do every one of them you and the business you are in the media business you're not in the sex toy business you're in the media business comma sex toy business got it y media business comma DJ shy sex toy guy right so the second everybody in this room the Michelin tire company 100 years ago had a business problem people weren't driving enough yet to wear out their tires and thus they didn't buy tires do you know what they did they started the Michelin review the reason three star Michelin my friends is because a tire company needed people to drive and so they went out to the countryside and started reviewing the best restaurants and all these things and made it up because they probably wanted to say the best fog Ra was the furthest place out then they took the books put it in London in Paris and got people to drop somebody would pick up a book at the fancy you know place and be like oh the best fog R is in burgundy honey we're going to burgundy this weekend and started D they literally fixed their business problem of using tires by getting people to go far away by using media one of the things you could be talking about you should be talking about cigars and golf and what you call football and I call soccer you could be blogging about this and you should be looking at things like BuzzFeed who make content that's viral right you should have a blog post putting like the seven best balls you know right and like there's a lot of plays that you can have but you need to become a media company the only way you're going to be able to beat competitors that can throw money against search which I'm sure is a huge driver for your industry the only way you're going to be able to compete with that is to become the authority of content it's why I started Wine Library TV right I became the wine spectator Janis Robinson Robert Parker right you need to do that but you don't have to just do it as direct as I did with Wine Library TV we're pitching a client right now that sells crackers to become the leading reviewer of cheese right and so like you could play with things that are within the world of the thing that you actually sell thank you yeah for sure but you have to do it right like it's like exercise right like this book and what I just told you is right but so is the way to get a six-pack in your stomach right there's a right way to get a six-pack for your stomach there's exercises right and there's a diet I know what they are I'm not doing it so I can tell you what to do I can write for $30 you can find out what to do but the problem is back to that other question where I got kind of like in my zone it's execution you know what the answers are maybe you don't there's plenty of people that look like myself that can give you a lot of good ones but you have to pick them and actually do them period London we got another question back here