Writers: We Can’t Keep Selling Each Other Pizzas!


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A former Texas Congressman lamented about America’s shrinking manufacturing base, noting that jobs were moving offshore, especially to places like China.

Believing that a robust manufacturing sector is crucial, and that a service economy is insufficient to maintain a high American standard of living, Jim Wright famously declared:

We can’t simply “sell each other pizzas!”

It’s one of my favorite quotes, but not for its economic logic. I use it to demonstrate that we need to sell the right things to the right people.

Writers, especially in the age of the Internet, with the profusion of blogs and ezines, should perform frequent reality checks.

Ask yourself, “Am I getting my words and ideas into the right hands?”

In other words, are the best people reading your stuff?

I’m concerned that Internet writers are largely writing for each other, which is the literary equivalent of singing to the choir or kissing your sister.

Recently, I resolved to do much less of this, which is to say that I’m micro-publishing to tiny populations of the most interested readers of all.

Many of my articles are now based on proprietary, empirical research that I’m conducting in narrow business sectors. When I’ve developed data that I believe will be of interest to those companies, I find precisely the right people who would be most interested in learning about what I have to report.

So, a mere handful of readers might be emailed my articles, but they are the most important readers in the world, to me, because they can buy what I’m really selling: seminars, consulting, and videos.

I’m not in the business of selling articles; I sell the knowledge they DON’T contain, the missing parts of a puzzle, so to speak.

I’m whetting their appetites instead of leaving them satisfied with what is put before them.

A few of the right prospects and clients can make the difference between phenomenal profitability and mediocrity.

Publishing for the masses will not bring me any closer to these terribly influential readers. In fact, the mass marketing model of ezines and other “viral” concepts, I’ve determined, will only take me farther from these ideal prospects.

Whom do you want to connect with? Answer this question, and then make sure to circulate your ideas to them.

Unless you want to be in the pizza business, but you know how crowded that’s getting!

Best-selling author of 12 books and more than 750 articles, Dr. Gary S. Goodman is considered the world's foremost expert in telephone effectiveness, customer service, and sales development. A top-rated speaker, seminar leader, and consultant, his clients extend across the organizational spectrum, from the Fortune 1000 to small businesses. He can be reached at: gary@customersatisfaction.com .


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