Booklets and Your Assumptions

As humans of any flavor, assumptions are part of the deal. Some assumptions are useful and productive, and others are counterproductive, particularly when it comes to creating and marketing booklets. Here are a few to ponder. Notice what happens, especially, when absolutes are included.

1. Everything has been written on my topic already.

Do you personally own every single resource that's been created on your expertise? Of course not, no matter how large a library you have. So create your product anyway, and do it now.

2. No one is around or in buying mode in companies during December, much less during the week between Christmas and New Year.

Not only are there people who cherish this often-quiet time in the office, many times there is still money left in the current year's budget that comes under the "use it or lose it" banner.

3. It's impossible to reach anyone at big companies who would be large quantity buyers.

Yes, it is often a challenge to reach people. It can be easier during slow times like holiday season. Another doorway in to finding the right person can sometimes be to ask the Customer Service department to give you the right name and way to reach the person you want.

4. The price is too high/too low to be attractive to my buyers.

Yes, it may be one or the other. Find out by doing some research before your launch and by carefully monitoring sales once you do launch.

5. A tips booklet is too small to attract interest and sales.

That is true for some buyers and completely untrue for others. In many cases, the booklet is the perfect entry point to your business and your expertise. In other cases, a buyer wants more information right away. Having you information in multiple formats satisfies more people, including you as the business own.

6. "Such and such" is the only market for my booklet.

Probably not. It may be a logical starting point, and is rarely the finish line. Buyers can and do show up from places you'd never expect, and the places you expected may never end up buying at all. Brainstorm to identify other directions to go with what you have.

Look at just these 6 assumptions as a sample of your overall thinking. As soon as you notice yourself going to "all," "every," "always," "only," and other absolutes, the odds are high that your assumptions are not serving you or your people very well. You may be in for some very happy surprises once you let go of those assumptions.

Until next time,
Paulette - continuously amazed by the delightfully unexpected

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