It is much harder to build an audience when you’re just following the crowd. - Dustin W. Stout

EXPAND your audience?? You’re not sure who your audience is, much less how to expand it, right? You’re not alone in your quandary!

Your audience could be an age group, gender, married, single, with kids, without, native English language speakers, certain expertise topics, educational levels, affluence, or culture. Do you think everyone is your audience? Maybe you have yet to think of it at all.

OR, you’ve thought about it, feel confident in your description…but wait! Your audience is human, not robots. They have personalities, human behaviors, lifestyles, and learning styles. Did you consider any of that in developing your product to increase your reach and your revenue?

While I am not a statistics person by nature, statistics can be helpful as a decision making tool. Here are two data sources to guide you. While you might be familiar with each, it’s possible you forgot how useful they can be in product strategizing.

While the D personality style is the smallest group, they make the decision to buy what you’re offering. They are often swayed in their decision making by their own learning style which, fortunately, has the largest portion of the population, learning best by what they see. Auditory learners, while half the number of visual learners are growing in numbers. It’s hard to know how many visual learners’ lifestyles do not support their primary learning style of sitting down to read a book or view something on a screen. Instead, the products created in audio format allow even those visual learners to plug in their ear buds, listen to and learn from your content while they jog, walk, otherwise exercise, or commute by train, plane, or automobile.

Before exploring and testing new industries, professions, or segments of those fields, create and market different delivery formats of your existing products. If your product line starting point is a 200-page book, do an audio recording of it or pull 52 tips from its content to offer a crossword puzzle with your tips as the clues.

The D’s want a succinct presentation of your information. Tips are perfect for them (I know, ‘cause I are one…hahahaha). The S’s and C’s are probably thrilled with the book that delivers what I call “blades of grass” explanations and stories, including every imaginable detail. The I’s are happy, happy, happy, may not remember what the topic was, much less the format. But it was wonderful and fabulous according to them.

Before you succumb to the concern bubbling up in your mind about the time and money it’ll require, worry not. You can test the interest level of different product formats before creating a single unit of that product format without a penny to develop the product. Market first, produce next.

Testing the market to determine what appeals can be done more or less formally. Get a product sheet designed, with four or five product formats on it, solely for marketing. Selling comes later. This is enough to ask the potential buyer “Which of these is our starting place?” One product format already exists, like a tips booklet or a book you’ve already done. No other product formats need to exist yet, and won’t unless a well-vetted buyer wants a test-order to see if yours is a good tool to bring the results the buyer wants. The product sheet can go to your prospects, be a leave-behind in a conversation, or be downloaded after completing a survey you send them.

Review client accounts you’ve already served before going to other industries, regions, languages, or new product development. This pathway expands your audience from within, where you may already have established relationships, where those people are happy to introduce you to their colleagues in other departments and review your new product formats for their promotional campaigns. Reviewing learning styles and personality styles can bring better and faster results than starting off brand new elsewhere. What will your first steps be? How about scheduling a no-cost discovery Zoom meeting with me to get you started? Find a spot on my calendar at https://Paulette.TipsProducts.com

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