Had a call with a new client yesterday, for a new and fairly big project.
She’s an archeologist and anthropologist who built a fantastic game that teaches kids about history and society.
I don’t even want to think of how much money she put into developing it.
So – very logically – her first mission was “I need to start getting some sales in now. I’ve invested enough”.
But as she herself recognised, going for sales would be putting the cart before the horse.
Here’s the dealio.
She’s got a site that looks awesome, and a completely built and finished game, released to the public.
She’s spoken to educators, academics and parents, who all tell her ‘WOW’.
So far, so good.
But she has no list, and therefore nobody to actually sell to.
If I’d consider ‘just get sales’ a good strategy, I’d tell her to budget $1000 or $2000 on adwords, write her a hard-hitting sales page, and hope for the best.
And at the end of the budget, she’d be spending a similar amount to get more sales. Ad infinitum, basically
It can work, but it wouldn’t be sustainable without continuous and repeated ad spending.
Just like that piece I wrote the other day about climbing: If you have a base, a stable footing – solid ground – you don’t risk crashing if a ‘reach’ you try doesn’t work as well as you expected.
What does ‘solid ground’ mean in terms of business?
One word: Audience.
Ok, two words: Engaged audience.
Having a community of readers, fans, ambassadors who hang on your every word and are eager to help you succeed – that’s what solid footing looks like in business.
My client’s wish for sales is good and must be fulfilled.
But not by going for the kill – instead, we’re going to be building her a community first.
So that when the moment comes when she’s ready for stage 2 – reaching out and getting sales – her readers will be there to help spread the word.
And, ready to buy as well.
Obviously, it’ll require her writing to her list, over and over again.
Which, I’m happy to say, she’s more than willing to do.
Excellent client material, therefore.
Like I always say: start by building a list and talking to them as often as you can. That’s how you build a sustanaible (and fun AND profitable) business.
If you’re made of the same stuff, and you also want to learn how to build an audience that you can rely on, and you’re willing to put in the hours to build it, then come aboard the Mentorship and get yourself a 1 on 1 writing coach.
Ready for take-off? Embark here: http://www.martinstellar.com/starship-mentorprise-writing-coach/