It's been a busy week for all of us here at the Internet Marketing Review (see my report on our two day trip to London investigating a new market).

On Sunday Karen and I spent the day helping two friends (who have their own business) take part in a show in their market.

The people who attended our UK Gold Event last November were introduced to my friends who had a big idea back in the late 80's to launch their own Car HiFi and Security Company.

Since then they have gone on to become the UK's most success independent Car Hifi and Security company winning most of the major trophies available in the UK and some in the USA.

They were recently asked to take part in a car show that covered not only car HiFi but everything car related including custom builds, etc.

The weekend it was on they were short staffed due to holidays and existing commitments so Karen and I said we would help by manning their show stall and help run the SPL competition they were holding.

(An SPL competition is where you measure the decibels you car HiFi produces...the highest DB being the winner! And yes we knew we'd be in for a LOUD and long day!)

Every niche has its own language

Although I have helped my friends with their marketing over the years I'm not what you would call someone who understands the market fully. However, after a couple of hours talking with and listening to people who came over to the stall both Karen and I could hold our own in a conversation.

Are you ready for this.....a quick guide to Cruise/Car Show Speak

• Six be Nines (or Six by Nines) refers to rear shelf speakers

• Big Bang Twelve - refers to a 12 inch sub woofer speaker that goes in a box in your boot!

• Four, two or dedicated one - means the channels on an amplifier to run speakers and sub woofers in your car

• Your vans mad! - My friends have what is known as the loudest van in the UK that also plays the deepest bass in the UK. It is so loud and deep that you actually feel your insides moving when you're anywhere near it...therefore it got a lot of comments!

We also noticed how a lot of the car clubs and Cruises also had their own clothing, logo's and names in the clothes. The feeling of belonging and social proof goes across ALL markets.

The statements above are only a SMALL sampling of some of the new language we learned on the day but it does highlight how by getting to know and use the language of your niche helps you develop an affinity with them therefore making it easier to sell to them.....And yes we both sold products on the day! :-)

Questions we got asked

Some of the questions that raised my interest were:

• How do I fit......X

• How do I make X sound better?

• How do I set up my system so it kicks like your van!

• How do I build my own bass box?

• Is it easy to build a rear shelf for my speakers

Every single question above is a starting point for an info product, although to make a car sound like their van is a major project!

Learnings?

The main learning point from spending the day 'working' for my friends was...

1. Understand the language of your niche will bring you affinity and easier sales

2. Social proof works across all markets. EG We had a loud van kitted out with products we were selling therefore what we sold works

3. People want to belong and interact with other people like them

4. And finally....Information marketing is far easier than retailing! We were on our feet from 8am to 6pm selling on the stall, talking with people and measuring cars!
   
   
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