| It still surprises me when a light bulb flash turns into | | | | Here is the marketing aha: They saw a need for |
| anaha moment. Yesterday I had the light bulb flash | | | | children’sbooks in the 8th grade and lower |
| that grewand grew until it gave me a big smack | | | | market. They connectedwith a publisher, sold the |
| upside the back of myhead this morning. | | | | idea to them, and then createdthis advertisement |
| Yesterday was like most of my days, yet while | | | | and place it in many ezines (someassumptions here). |
| writingyesterday’s article, I stopped mid | | | | Then they leveraged to bring them theresults they |
| sentence, and my thoughtswent back to an ezine | | | | desired with the least amount of effort ontheir part. |
| article I read early that morning. Itwas one of those | | | | Let me move this strategy in a way on how you can |
| times when your thoughts completely jump | | | | apply itto your success: |
| toanother circuit -- you know the kind. | | | | 1. Find a hungry niche/market (they found one |
| Quickly I dashed down the hall and corner with | | | | — the 8thgrade and lower markets lacked |
| lighteningspeed. Not. Just walked. I had always | | | | poetry). |
| wanted to writethat, I know cute, Catherine. What | | | | 2. Made sure there was an excellent chance for a |
| caught my attention wasthe contest announcement | | | | sale orguaranteed revenue (I'm sure they wouldn't |
| in that ezine. I remembered that | | | | have done it hadit not). |
| Janice (name not changed to protect the innocent) | | | | 3. Leverage other people resources to fill the product |
| would beinterested in the information since she | | | | (they are taking other people’s material, |
| wrote poetry. Ifound it and e-mailed her the info. Cut | | | | accumulating it,finding the best, and putting it into a |
| and dry, huh? Ithought so to, but not quite. | | | | product). |
| Later that evening during our coaching session, | | | | 4. Don't pay out anything until you have the advance, |
| Janicementioned how she appreciated the information | | | | oryou can make enough money on presales to cover |
| but she didn'twrite poetry for children. Oops, I didn't | | | | the expenses |
| even see thatimportant detail. However, she | | | | (their prize awards aren't going to be paid out until |
| appreciated the thought andexplained that it gave | | | | theyget an advance from the publisher for the book |
| her a flash of another contest sheknew about that | | | | or theypresell it through their own marketing |
| she had always wanted to enter. As she wastalking | | | | program). [Specialnote: their break even point is so |
| about this, I remembered my childhood try at poetry. | | | | low all they would needto do is sell 100 books -- fairly |
| "Now where did I put those" came to mind. | | | | easy since they alreadyown hundreds of retails |
| Yes, you guess it; I went looking for my old poems | | | | stores already.] |
| after thecall. Including staying up past midnight | | | | 5. Sell the product and pocket the profit. (Except, |
| reading them againand chuckling on my mindset at | | | | theyare probably going to make some money, their |
| the time. I even wrote quotea few on President | | | | biggestadvantage is in their new market attraction to |
| Kennedy’s death -- but that’s | | | | theirstores.) |
| anothertopic. I chose three, submitted them, and | | | | Think about all the times this has been done in the |
| went to bedpleased with myself about taking some | | | | past. |
| action with them. | | | | One of the best-case scenarios is the Chicken Soup |
| Did you know that the difference between a light | | | | of the |
| bulb momentand an aha moment is the depth of | | | | Soul books. They didn't write any of them, they |
| experience in whatever isoccurring. Light bulb is the | | | | leveragedall the content by finding the writers that |
| flash, the aha is when youmake the connections | | | | wanted to gettheir name in print anyway possible |
| between that and other experiences inyour life. | | | | (most professionalslooking to built visibility for their |
| This morning the aha part of the light bulb moment | | | | practice). And theywere happy to have that |
| hit me --the marketing aspect to all this. In order to | | | | opportunity. Therefore, Chicken |
| give you acomplete picture, let me including the "ad" I | | | | Soup created a win/win. Dollars for their pocket and |
| found in theezine. This is a quote. | | | | "published author" recognition for the writers. |
| *************** AD ******** | | | | After a few issues it took on a whole new |
| Half Price Books' 10th Annual Bedtime Story Contest | | | | momentum, even |
| DEADLINE: December 1, 2003 | | | | Chicken Soup didn't even see coming, people |
| GENRE: Children's fiction and poetry | | | | volunteeredtheir ideas for more topics/books and |
| OPEN TO: All, except employees of Half Price Books | | | | even leveraged toproduce more books for their |
| and The | | | | series and they rode it all theway to the bank -- |
| Texas Bookman, or any agents or affiliates thereof. | | | | becoming an overnight millionaire -- oh, |
| LENGTH: Stories: up to 300 words; Poems: up to 50 | | | | I think it’s billionaire now. |
| lines. | | | | In summary, here is some of the wisdom from this |
| THEME: To promote literacy and encourage people to | | | | light bulbmoment: |
| read, | | | | * Relationships are important in building a practice. |
| Half Price Books will publish a book featuring the | | | | Taking the time to not only see things from our |
| winningstories. All proceeds from the sale of the | | | | ownperspective, it is important to see them from |
| book fundliteracy and education projects. All entries | | | | thepossibilities for our clients/customers. It only takes |
| should beappropriate to be read to and by children, | | | | amoment and the experience can be so fabulous. |
| ages 8 and under. | | | | * How much easier it is to develop a product |
| We do not require our authors to illustrate their | | | | withleveraging. How can you apply this to something |
| ownstories. However, if you are an artist and would | | | | in yourbusiness? |
| like tosubmit your artwork along with your story or | | | | * Synergy builds with action after a light bulb flash. |
| poem, weencourage you to do so. All entries must | | | | So,why not stop and take action when it occurs. The |
| be typed andinclude your name, address, phone | | | | journey issooooo worth it. |
| number and e-mail address. | | | | * Where is the hungry market for your product |
| Entries, whether mailed or e-mailed, that do not | | | | services? |
| includecontact information will be disqualified. See our | | | | Identify them and make your marketing so much |
| onlinecontest guidelines for more information. | | | | easier. Theycan be just an age group away. |
| PRIZES: Grand Prize: $200 gift card from Half Price | | | | * What is sitting on your desk right now that could |
| Books; | | | | helpone of your clients? Share it, it will come back. |
| 2nd Prize: $100 gift card; 3rd Prize: $50 gift card; | | | | This ishow the universe works. |
| Finalists: $20 gift card | | | | Take a moment right now and write down three |
| ELECTRONIC ENTRY: Yes, must be in MS Word or | | | | action steps onwhat you are taking away from this. |
| rich textformats. | | | | Did you have differentflashes? Share them with me |
| ADDRESS: Half Price Books, ATTN: Bedtime Story | | | | so I can spread the energy. Orshare them with |
| Contest, 5803 | | | | whom you need to. Send them an e-mail, itonly takes |
| E Northwest Hwy, Dallas, TX 75231 | | | | a moment. Go ahead, do it. The ripple will befelt for a |
| EMAIL: URL: (Click on "Enter our | | | | long time. Leveraging is a mindset, let it starthere and |
| Bedtime Story Contest") | | | | now. |
| ************************* | | | | |