January 01, 2005
Blog Entry

Wisdom - B-to-B Marketing 60

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SUMMARY: No summary available
I learned that if you’re marketing to a local audience over the web, you’d better have a product ready to satisfy a national audience as well. My seminar was planned for just in two cities in southern California and I was marketing it by local print advertising with the sign-up on my Web site. I kept the seminar manual on my computer and continuously updated it with additional information so it could be given in loose-leaf form to attendees at the last moment. I promoted the manual on my Web site as a benefit to attendees. But if I’d finalized even an early copy of the manual into softbound, I could have been selling it effortlessly to the national audience visiting my Web site, as I realized once requests to buy just the manual began coming in from other states. But with the seminar impending, I lacked the time to put the manual into a separately saleable form. Lesson learned! Next time, I’ll be ready for the national audience as well.

Suuzen Ty Anderson, LawMarkets.com, http://www.lawmarkets.com

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