We all start out with a singular entry point – the book or firm colse to which we create a brand. And if we are very enamored of this beginning point, or doing very well (why rock the boat?) – we might not consider the expansion possibilities.
But if we don’t progress our brand, especially when we have done a good job of establishing it, we’re “leaving money on the table” as the expression goes.
Audio Bookcase
Here’s an example of what I mean:
You write a book about how to become customary in any field in 12 months. The book is due to come out several months from now and sell on Amazon for .95. You’re already in the midst of a book promotion campaign and you have a dedicated website for the book launch.
Why wait? If you’ve retained the audio rights, why not take each of the 12 months and do an audio ebook about the steps of that month? Then sell each of the 12 Mp3s off your website for .95 a piece. (You do the math.)
Next, after that expansion you can email the Mp3s to speakers’ bureaus and upcoming conferences at which you’d like to speak. Let people listen to your wisdom as they jog or commute and get hooked on your expertise.
Or let’s say you have a local society business. You go into people’s homes or offices and help them get organized. Do you think there’s no way to progress this firm onto the internet? If so, think again.
Organization is one of the customary challenges of modern-day life. Instead of our technology freeing us up, we are now more engaged than ever. A firm exec can never be away from the office now – he or she is only a text message or cell phone call away. This anticipation increases, not decreases, our workload.
How to progress this society brand? Think of all the strategies you’ve come up with for dissimilar society problems. You can probably label these strategies based on the people you developed them for. Why not write ebooks – one for each strategy – and promote on the web to those people who fit the paradigm of each strategy?
Now for the specifics
For right now put aside the worry that you don’t know anything about internet marketing and your fear of how will you get people to buy your expanded brand’s services or products.
At this moment think about your brand – your expertise. What is it that you have to offer people? Even if you don’t yet have a business, you probably have a hobby that you love to tell people about.
Perhaps you are a quilter or you build wooden furniture as your hobby. Do you comprehend how much you know and how much necessary data you can share with others?
Let’s take the quilter. What is second-nature to you after years of quilting is probably not easy for a newbie. Sure there are books – and yes there are seminars one can attend. But what if a newbie wants to sit in front of her own computer and be taught the basics of quilting? Wouldn’t a video or webinar on the basics of quilting be something that you could produce and sell?
And then, of course, you move on to videos or webinars on more developed quilting topics. You give your target shop more and more necessary information. (And by give I mean sell.)
You’re doing that newbie quilter a favor – manufacture it easy for her to get started without trying to frame out quilting from a book and without having to look “stupid” in front of others.
And what about the wooden furniture maker? Does a newbie even know what to start out making? Should she start with a “simple” stool that isn’t so straightforward because of the curved legs? Or should she start with a three-shelf bookcase that can collapse under the weight of the books if she doesn’t build it correctly?
You see, don’t you, how advantageous a video of the steps in choosing a first wooden furniture project can be? You can give people the belief that they are setting off the right way.
Now let’s turn to your own brand expansion
Before the internet, authors who “self published” had to undertake the financial burden of printing thousands of copies of the book and retention those books warehoused somewhere (often the author’s garage). Nowadays if an author uses a print-on-demand publisher, a copy of a book is only published when ordered. No catalogue carrying costs. And Amazon ships the book for you, so no shipping costs either if your book is on Amazon.
It’s the same way with businesses. If, for example, in the past your specialty was a handcrafted jewelry line, you would need to mail out a catalog to potential customers with the heavy cost of color printing and mailing. Now you can display those color photos on a website that you can carry on yourself, adding and subtracting photos at a moment’s notice.
And, okay, this isn’t admittedly an expansion of your brand – you’ve substituted a website for a catalog. But what about doing videos of how you make your jewelry and selling those videos off your website to help aspiring jewelry makers? And you can even sell ebooks that highlight topics such as “Choosing the Right Tools” and “How to Turn a Hobby into a Business.”
Wait, you’re saying. Why would I help potential competitors? Because – and this is a very, very leading element of internet marketing – there is adequate firm to go colse to if done right. And helping others has a surprising way of advent back to help you.
Your mission – if you decide to undertake it
Think about your brand or your hobby – what you do now and what could you do more of.
Brainstorm and don’t be afraid to write down even silly-sounding ideas. From those silly-sounding ideas may come very good and very profitable ideas.
Start reasoning about this brand expansion now – and then you can look send to utilizing the internet marketing knowledge you’ll learn here to promote the expansion of your brand!
addition Your Brand Into Other Arenas
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