Who's Your Who

You cannot imagine how many people arrive with their “soap” and no money left to promote it. “But I spent all my money making it,” they cry, “I thought somebody else would jump at the chance to put up all the money to sell it.” Please let me dis-abuse that idea.

If I wanted to sell “soap”, I wouldn’t invest my money in selling your “soap” and make you rich; I’d hire some “soap-maker” for a pittance to make “soap” for me. If I wanted to sell a course on parenting, I’d run a little ad in Writer’s Digest, Psychology Today, the National Writers Club newsletter, etc., have my choice of a zillion experts and writers, and pay one a few thousand bucks, at the most, and maybe a teeny royalty to create that course just for me. And that applies to anything and everything.

“Hey, that means he’ll steal my idea.” Nuts to you. That’s not the point. The point is that I don’t need to steal your idea for “soap”; I’ve already heard it 100 times before you got here.

The person who DOES get his “soap” promoted in a big way brings marketing assets to the table with the soap. The skin care product maker shows up with Victoria Principal in her pocket. The author with the course on parenting comes in with a nationally syndicated radio show, a contact at Sally Jesse Rapheal. The guy with the golfing thingamajig has access to a list of 135,000 golf newsletter subscribers, etc.

At the very least, the smart entrepreneur does research and builds a case for the successful marketing of “soap” BEFORE making “soap”.