Sell More Books Through Segmentation
... Take a sheet of paper and [put] it in three columns: The left-hand column is headed "Problems"; the middle column is "Actions"; and [the] right-hand column [is] "Results." Then, [if you're selling a job-seekers' book, for example], you list, "What problems do my readers have with job searches?" They want to know when to use a certain kind of resume, what kinds of questions they can ask or expect to be asked [on an interview]. Then the middle column is "What action do you recommend in your book to solve that problem? And what is the result?" I recommend that different types of situations need different types of resumes. The result is that they get a job more quickly. That's what people want ... . When you focus on that right-hand column in your marketing, then you're solving the problems. ...
- People:
- Brian Jud
- Places:
- Avon, Conn.
- New York City