Tuesday, 6 April 2004

Booklet Tips - Consider New Markets

Do you feel like you've spent all your enthusiasm on the audience you've been serving with your bite size brilliance? Maybe you think you've said everything you've got to say or that it's all been said before by you or by your colleagues or by people you don't even know. Now what?

Your enthusiasm matters more than a lot of other prompts in what you are doing. It's crucial to have a driving force of some kind woven into what you share and how you share it. No matter how big a market you've identified and how easy it is to access them, if they are not people you really truly want to serve, the rest is moot.

When you are excited, it doesn't matter who else is saying what. Your perspective, your experience, your zeal and passion set you apart from the crowd. Plus the crowd you have been reaching is one tiny speck on the face of the planet, even if you have followers that reach into the hundreds of thousands of people.

So what's the magic here? It can be a small tweak, a tiny turn, a minor modification that makes all the difference in the world - in a world that is huge, that no one person can possibly access on their own in one lifetime.

Imagine this - you have information that is easily suited for elementary school teachers. Many manufacturers, retailers, educational institutions, and even religious organizations and other endless points of access can and do reach those educators. However, you are not an elementary teacher by profession, and have no first-hand experience of being one to anyone other than your four-legged children. While your content is great and the audience is huge, you are lukewarm about reaching out to that market of elementary teachers.

Everything that you wrote for the self-care of elementary school educators is completely valid and applicable for other professional people outside the educational field - of either gender, single or coupled, of any age, parent or not, teacher or not. And you have spent most of your adult life being a professional person, so you do have personal experience that lets you understand that from the inside out.

All of a sudden, by replacing one word in the title and maybe three sentences that referenced students within the booklet, the information you wrote, the products and services you developed take on a whole new life. Everything for elementary teachers now becomes focused on reaching and supporting professional people and the companies and groups who also want to reach them.

You may be going to the same large-quantity prospects as you identified before, entering through a different division of their business or with a modified message. Instead of approaching a "big box" office supply store to offer something unique to attract teachers to see the new classroom supplies for the coming year, the conversation could be on attracting busy professionals to test new productivity tools that help them accomplish more with less time and enjoy a greater sense of accomplishment, offering your product as a gift for coming into the store at certain times or making a purchase of certain (or any) products.

ACTION - Notice who you are drawn to based on your life experiences and overall interests. It is likely that your bite size brilliance is already connected to those people in some way. Even if you are in the general industry or profession that appeals to you, you could increase your enthusiasm and your results with a small shift to a specialty within that field.

© 2015

Paulette Ensign, Tips Products International Founder, never dreamed of selling a million+ copies of her 16-page tips booklet 110 Ideas for Organizing Your Business Life, much less in four languages and various formats without a penny on advertising. She's made a handsome living and cross-country move from New York to San Diego recycling those same 3500 words since 1991. With over forty years' experience worldwide with small businesses, corporations, and professional associations in numerous industries, she lives a mile from the beach, keeping her young at heart.

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