A Literary Goatherd? Now That's Why My Stuff Ain't Cheap, and Neither Should Yours Be

A few evenings ago I sauntered into my friend’s bar after my daily walk&webinar.

I enjoy walking at sunset with a good bit of audio to get my learn on.

Stitcher.com is my latest discovery.

Anyway, my friend introduced me to a guy called Manuel and we chatted for a while.

I instantly noticed his mental prowess – he had things to say and knew how to say them.

Not a very common occurrence in this very rural area.

He was, in a word, erudite.

At times almost lyrical.

We talk some more and he tells me that last week he spent about $150 worth of Euros on a book.

Not just any book: an ancient, original print of Cervantes’ Don Quixote.

And that means original, classic Castilian which few people even understand anymore these days.

He too gets puzzled, and frequently needs to look things up in his dictionary.

But he gets through it and loves every word:” “Never in my life laughed as much with any other book”.


So I asked him what he does for a living.

Gives me this great smile and says:

“I’m a goatherd”

Seriously? A goatherd who reads classic Castilian and thinks nothing of spending $150 on a book?

I don’t know about you, but I don’t often meet people like that.

There’s an important lesson in it: People pay good money for things that are important to them

The lesson is furtherly that by focusing on people who have a true need or desire for something, who buy things that matter to them, you have the chance to sell your products or services at prices that actually get you a decent living.

And yes, that goes for art just as it does for copywriting, or design, or SEO, or whatever it is you specialise in.


There are people out there who really need what you do

Some of those would love nothing more than to hire you or buy from you above anyone else

That guy Manuel, he is a proper book-wolf, he devours them and loves every minute of it.

And while I don’t think a goatherd makes a lot of money, he’ll happily spend $150 on a book.

Because it’s that important to him.

The trick to ethical and effective marketing is to focus your efforts, your messaging and your pitch exclusively on those people to whom it really matters.

That means you go for the high-hanging fruit: the people who are willing to spend good money on something that’s really really worth it to them

Imagine you run a book store.

What would you prefer: Bringing in one Manuel who spends $150?

Or would you rather struggle to find 20 people who want to buy a $7.50 trash-novellette?

I’ll go for a Manuel any day of the week.

But how do you make that work?

How actually do you catch dem big fish?

Communication, baby. Talk to your readers, explain what you do, tell stories – you guessed it: just write a decent email a day and hit send.

You’re welcome to spurn my advice, but I’m telling you: It works like gangbusters.

And if you add turbo, and it works even better –> http://www.martinstellar.com/starship-mentorprise-writing-coach/



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~ Antonio Herrezuelo,
Avenida Capital

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