I frequently engage in consultative sessions with entrepreneurs operating small businesses, colloquially referred to as solopreneurs, to offer guidance on the art of networking and marketing strategies.
Aren’t they practically indistinguishable, these two? They seem to be so closely aligned, as if they were but a single entity.
During a recent telephone conversation, I engaged in a discussion with a solo entrepreneur regarding the logistics of arranging webinars or teleseminars.
Teleseminars indeed hold immense potential, yet what becomes of the endeavor when attendance is sparse?
Concerning the book in question… What would be the scenario if you penned a tome, yet it garnered no purchasers?
My answer: THAT’S OKAY.
Maybe the essence of a teleseminar, webinar, or a book lies not in its mere exposure to the masses, nor in enticing people to purchase it, or even drawing them in to participate (in a webinar or teleseminar) or delve into its contents (in the case of a book).
Allow me to furnish you with an illustration: Whenever I embark on a journey to deliver a speech, I am capable of addressing an audience of a hundred individuals.
The number of attendees is indeed sparse. I have no intention of boarding that plane. I’d rather forfeit a week of my schedule, considering the duration of the trip itself could span a week, including two days of travel, the presentation day, pre-preparation, and the aftermath. All for the opportunity to address a mere hundred individuals – and particularly so if I’m doing it gratis! (It’s customary for me to waive my fee when working with clubs.)
Without a single coin in my pocket (or the means to trade, yet often I remain stagnant), have I been devoting all this time and effort, merely for the sake of a hundred souls?
It’s not quite why I do this.
If the number were reduced to ten individuals, would I still proceed? I have indeed undertaken this task in the past, albeit with the prior knowledge that the attendance would exceed a hundred.
Where is the value?
Here lies the essence of the matter… And it is crucial for you to grasp this, both as a self-reliant entrepreneur and as a candidate in the job market: this information holds significant weight.
The essence of value lies in both the preparatory stages prior to marketing and the subsequent phases following the introduction of the product or service to the market.
A cohort comprising a hundred individuals… They are capable of maintaining an email directory ranging from approximately four thousand to ten thousand contacts.
I aspire for them to engage in discussions centered around me, my profound message, and the path I’ve traversed. Furthermore, I expect them to communicate with their respective groups via email, twice prior to my arrival and twice following my departure.
In each and every email correspondence, I insist on including a hyperlink to JibberJobber, which stands as the preeminent and indispensable tool for managing one’s career and job hunting endeavors. Additionally, I would like to incorporate a link to my LinkedIn-focused book, redirecting readers to Amazon or my LinkedIn blog, whichever is most convenient for them.
I am cognizant of the fact that I have provided the organizer of this work club with something noteworthy to share with my audience, regarding my personal background and contributions.
Furthermore, apart from the hundred individuals who physically attend, I secure four avenues of communication for the vast four thousand individuals on the roster. This, in turn, will lead to the following outcomes:
- sale of books,
- JibberJobber registrations,
- more evangelists speak of me,
- zvedavosť a branding.
IS IT WORTH IT?
Sending an email to a random selection of 4,000 individuals may seem inconsequential, but it is likely to yield undesirable consequences.
However, when a TRUSTED organizer takes the initiative to send an email, expressing sentiments such as, “JibberJobber stands as the preeminent and indispensable tool for managing one’s career and conducting job searches,” the significance of such a recommendation is truly immense.
My intention is to furnish them with a topic of conversation, something that will spark their interest and provoke discussion.
When engaging with your network, what topics might you find engaging and relevant to discuss?
What I’ve garnered from my experiences is that it cannot be attributed to a solitary occurrence or a single factor.
Reflect upon an activity you can engage in either monthly or bi-monthly, one that prompts people to exclaim, “That truly piques my interest. I shall definitely share this with my acquaintances…”
