The funniest response you get when your hear newbies in business talk is… “I think that everybody can benefit from what I do.”
They think. Sometimes, sitting across the table, you want to tell them how crappy that thought is. And that it’s the type of thought that will fold the business sooner than it is started. Instead, you tell them a story. Or at best, paint a scenario. I tell them about Bayo who works as a sales rep for a company that manufactures shaving sticks.
Bayo walks into a shopping mall brimming with lots of humans who are walking around shopping. All the males in the market are prospective buyers because it’s only men that shave. Oh well, in these days of transgenders, we can consider the ladies who have decided to inject themselves with hormones so
that they can be males. Anyhow, Bayo knows males in that mall are his prospects.
But then, there are males and there are males. The young teenagers whose beards are just sprouting aren’t
looking to shave, rather they’re looking for how to use Sulfur-8 ointments to make more hairs sprout so that they can brag to their friends. So, they are out of the Bayo’s scope. Babies in that mall that are males are out of it. Absolutely no brainer.
So, Bayo knows he should focus on adult men. I mean males who are adults and growing beards that need to be shaved so that they look clean and free themselves from the scratching that unshaved beards cause.
But then, there are men who don’t like to use shaving sticks because of bumps. They will not look Bayo’s way. So they are out. Then, there are men who don’t shave because of religious reasons – the Sikhists and some folks who practice a sect of Judaism. They are out. I bet that by now you’re getting the drift.
While describing this scenario to one of such newbies one day, I thought about a new sect of folks who call themselves Marlians. These folks, by virtue of a cultic obedience to their leader, don’t wear belts. They let their trousers sag to show their often gutter-brown boxers.
How dare you sell belts to Marlians? That’s an anathema. When it comes to marketing books, I see folks make the same mistake. They feel their books are for everybody and that everybody should read it. That’s why they fall flat on their faces.
As a matter of choice and discretion, I don’t sell my books to undergraduates. I mean, undergraduates are fighting with their parents to provide them money to eat 0-1-0 or at most 0-1-1. Telling them to buy my books that cost as from N3000 is like asking a male cadaver in the mortuary to experience an erection.
Sadly, people still don’t see the foolishness in trying to sell to the crowd.
That mistake has cost them lots. And if you’re thinking of authoring a book, never make this mistake.
If you’re already in the market with your books, but experiencing kwashiokor sales, I know it hurts.
I want to salvage the situation for you before it’s too late. Because with the right focus and the right target, you will get the results you’re looking for. And that’s getting thousands of people to grab copies of your book.
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