This might be a weird subject to talk about for an information publishing company, but it is a subject that I need to address before you get in too deep.
Over the past 2 weeks I have been talking with countless entrepreneurs and experts about their ideas to create their next blockbuster information product or online business.
Nearly every idea was great. It fused experiences with stories, education with thorough research and even complete 360 degree transformations for themselves and their clients.
That part of the information business is the side that is fun and exciting to talk about. We all have stories and information that can help people change their lives. Stories that need to be heard. Just like this message you are reading right now.
But here is the harsh trust and the unglamorous side – no one is sitting there, waiting for your information. In fact, I bet that before you opened this email you were not refreshing your email account waiting for Greg to send you a message.
It’s just not going to happen. Even after you have given me permission to send you messages like this.
But, here is the key difference that leads into reason #1:
1. You do not have an active audience!
Look, I have seen many information businesses work with teeny, tiny lists – less than 100 people on them. But they were active and engaged. They were in a dire state of need and the personality driving that audience had an intimate connection with them.
The unfortunate fact is that many aspiring information marketers want to save the world without have a group in the world to save.
When I have something worth saying, I can turn to an email list with thousands of readers, type out some sentences and hit send.
But they didn’t just fall out of the sky. You didn’t just stumble onto this list. There was purpose and intent to get you here and it’s my job to keep you here.
If you do not currently have an active audience, whether it’s email subscribers, current patients or customers, blog readers, or heck, for the sake of this conversation, engaging Facebook fans – you need to start there.
Read the short, but inspiring book by Seth Godin called Tribes. You need to build a Tribe before you can lead a Tribe. Again, this Tribe does’t need to be 10,000 strong. You can lead of group of 20.
Now, the other end of this is if you have the pockets to spend on direct marketing. This means that you are going to build your Tribe by actively spending money to acquire that Tribe. Putting ads on Google or Facebook, buying space in niche magazines, finding high-level affiliates to promote your product or getting on stages to deliver a sales presentation to.
No matter how you skin the cat, you need to build an active audience in order to make information marketing and publishing work. Without it, you’ll have a fancy looking package sitting on your shelves.
Today I want you to think about who you are going to create your product for and how you are going to go about finding them. Then I want you to tell me all about it!
Leave a comment below telling me how you are going to find your audience and build your tribe. I will be reading them all and commenting to help you get started.
Tomorrow, I will be sharing my second reason that you NOT be creating your product yet.
In the meantime, leave me a comment about reason #1 and what you are doing about it!