| We all start out with a single entry point - the | | | | video or webinar on the basics of quilting be |
| book or business around which we create a brand. | | | | something that you could produce and sell? |
| And if we are very enamored of this starting | | | | And then, of course, you move on to videos or |
| point, or doing very well (why rock the boat?) - | | | | webinars on more advanced quilting topics. You |
| we might not consider the expansion possibilities. | | | | give your target market more and more valuable |
| But if we don't expand our brand, especially when | | | | information. (And by give I mean sell.) |
| we have done a good job of establishing it, we're | | | | You're doing that newbie quilter a favor - making |
| "leaving money on the table" as the expression | | | | it easy for her to get started without trying to |
| goes. | | | | figure out quilting from a book and without having |
| Here's an example of what I mean: | | | | to look "stupid" in front of others. |
| You write a book about how to become | | | | And what about the wooden furniture maker? |
| well-known in any field in 12 months. The book is | | | | Does a newbie even know what to start out |
| due to come out several months from now and | | | | making? Should she start with a "simple" stool |
| sell on Amazon for $24.95. You're already in the | | | | that isn't so simple because of the curved legs? |
| midst of a book promotion campaign and you | | | | Or should she start with a three-shelf bookcase |
| have a dedicated website for the book launch. | | | | that can collapse under the weight of the books if |
| Why wait? If you've retained the audio rights, | | | | she doesn't build it correctly? |
| why not take each of the 12 months and do an | | | | You see, don't you, how advantageous a video of |
| audio ebook about the steps of that month? | | | | the steps in choosing a first wooden furniture |
| Then sell each of the 12 MP3s off your website | | | | project can be? You can give people the |
| for $19.95 a piece. (You do the math.) | | | | confidence that they are setting off the right |
| Next, after that expansion you can email the | | | | way. |
| MP3s to speakers' bureaus and upcoming | | | | Now let's turn to your own brand expansion |
| conferences at which you'd like to speak. Let | | | | Before the internet, authors who "self published" |
| people listen to your wisdom as they jog or | | | | had to undertake the financial burden of printing |
| commute and get hooked on your expertise. | | | | thousands of copies of the book and keeping |
| Or let's say you have a local organization business. | | | | those books warehoused somewhere (often the |
| You go into people's homes or offices and help | | | | author's garage). Nowadays if an author uses a |
| them get organized. Do you think there's no way | | | | print-on-demand publisher, a copy of a book is |
| to expand this business onto the internet? If so, | | | | only published when ordered. No inventory |
| think again. | | | | carrying costs. And Amazon ships the book for |
| Organization is one of the primary challenges of | | | | you, so no shipping costs either if your book is on |
| modern-day life. Instead of our technology freeing | | | | Amazon. |
| us up, we are now more engaged than ever. A | | | | It's the same way with businesses. If, for |
| business exec can never be away from the | | | | example, in the past your specialty was a |
| office now - he or she is only a text message or | | | | handmade jewelry line, you would need to mail |
| cell phone call away. This expectation increases, | | | | out a catalog to potential customers with the |
| not decreases, our workload. | | | | heavy cost of color printing and mailing. Now you |
| How to expand this organization brand? Think of | | | | can display those color photos on a website that |
| all the strategies you've come up with for | | | | you can manage yourself, adding and subtracting |
| different organization problems. You can probably | | | | photos at a moment's notice. |
| label these strategies based on the people you | | | | And, okay, this isn't really an expansion of your |
| developed them for. Why not write ebooks - one | | | | brand - you've substituted a website for a catalog. |
| for each strategy - and promote on the web to | | | | But what about doing videos of how you make |
| those people who fit the paradigm of each | | | | your jewelry and selling those videos off your |
| strategy? | | | | website to help aspiring jewelry makers? And you |
| Now for the specifics | | | | can even sell ebooks that feature topics such as |
| For right now put aside the worry that you don't | | | | "Choosing the Right Tools" and "How to Turn a |
| know anything about internet marketing and your | | | | Hobby into a Business." |
| fear of how will you get people to buy your | | | | Wait, you're saying. Why would I help potential |
| expanded brand's services or products. | | | | competitors? Because - and this is a very, very |
| At this moment think about your brand - your | | | | important element of internet marketing - there is |
| expertise. What is it that you have to offer | | | | enough business to go around if done right. And |
| people? Even if you don't yet have a business, | | | | helping others has a surprising way of coming |
| you probably have a hobby that you love to tell | | | | back to help you. |
| people about. | | | | Your mission - if you decide to undertake it |
| Perhaps you are a quilter or you build wooden | | | | Think about your brand or your hobby - what |
| furniture as your hobby. Do you realize how much | | | | you do now and what could you do more of. |
| you know and how much valuable information you | | | | Brainstorm and don't be afraid to write down |
| can share with others? | | | | even silly-sounding ideas. From those silly-sounding |
| Let's take the quilter. What is second-nature to | | | | ideas may come very good and very profitable |
| you after years of quilting is probably not easy | | | | ideas. |
| for a newbie. Sure there are books - and yes | | | | Start thinking about this brand expansion now - |
| there are seminars one can attend. But what if a | | | | and then you can look forward to utilizing the |
| newbie wants to sit in front of her own computer | | | | internet marketing knowledge you'll learn here to |
| and be taught the basics of quilting? Wouldn't a | | | | promote the expansion of your brand! |