Complementary Businesses

After reviewing your vendor and client lists, move on to businesses that complement yours. Th is includes any business with products or services that add value for your customers, just as your business provides value for theirs. You may recall the example of a com- mercial real-estate broker and an offi ce furniture store from an earlier chapter. Th is is one of countless possibilities.

A tax lawyer complements an accountant who concentrates on corporate taxes. Financial planners could work with attorneys specializing in estate planning. A cosmetic surgeon’s counterpart could be a specialist in cosmetic dentistry.

If you’re a lawyer focusing on elder law, you could partner with assisted living centers or retirement homes. Th ese homes could use your book as bait, giving it to anyone who comes for a tour. Getting your book in the hands of your grade-A prospects is better than selling a few copies at Barnes & Noble any day.

An actual example is Advantage Media Group and GKIC. Advantage is the publisher for professionals. So, we target pro- fessionals of all types including entrepreneurs and small-business owners. GKIC markets to nearly the same audience. However, they off er something completely diff erent: how-to business building and marketing advice. Advantage and GKIC provide complementary services to the same customer. Th erefore, it makes sense for both companies to share some of our marketing. By doing so, we both save money and create opportunities to grow our customer base. Keep your eyes open for similar opportunities in your business.

Finally, earlier in this book, I mentioned Brian Fricke and his book Worry Free Retirement. You may recall he is a fi nancial advisor who uses his book as a lead generator for his business.

One day, out of the blue, Brian got a call from a marketing agency that specializes in promoting senior retirement communities. Th ey had found his book on the Internet, thanks, in part, to its title. Th e agency hired Brian to speak at an event designed to attract potential buyers and tenants. While they used Brian as their lead generator, he was able to market his business to his golden audience.

Th is story could have ended here with Brian earning some extra income and going back to business as usual. However, this event opened Brian’s eyes to new business opportunities. He is now sending marketing materials to agencies that cater to retire- ment community developers across the country. And he is consid- ering other industries that market to the same client he does. His plan is to fi nd companies who will hire him to speak and give his book to their customers. In essence, they will pay Brian to do his own lead generation.

4. Associations

Don’t forget associations in your market, especially those where you are a member. Small Giants, for example, lists books authored by members on its website. If you belong to similar organizations, you may be able to do the same. If not, ask if you can give your book to fellow members as a membership benefi t. Another alter- native is to give your book to members during meetings or other events. Another option is your local chamber of commerce. You can often speak, set up a display, and give away your book at a wide variety of events or meetings. As a member, you piggyback on the chamber’s events to promote your book.

5. Events

When it comes to events, you have two ways to create win-win scenarios. Option number one is to fi nd all conferences in your market that cater to people you want to reach. Th en, look for events at which your service or products can provide added value for attendees.

Event organizers are always looking for ways to give their audiences more. One way they do this is by providing a great “goodies” bag. If you attend conferences, you likely have a col- lection. It’s the tote bag you get at registration fi lled with pens, pads, magazines, and so on. Why not get your book in there too? If your book complements event topics, many organizers will be happy to provide each registrant with a copy. And you get your book in the hands of targeted prospects.

Your second option is to arrange your own event in a place that adds exclusivity and appeal. I’m not suggesting a large, expensive, diffi cult-to-organize conference. I am talking about an evening with the author in your local bookstore. Many Barnes & Noble stores have areas or even rooms for author meet-and-greets. Independent bookstores routinely use the coff ee shop next door for author readings.

Th ere are numerous benefi ts in holding an event like this. An evening with the author in itself sounds exclusive. Presenting it in a coff ee shop or a bookstore enhances the appeal. It’s less formal and more comfortable for many people. And many authors fi nd they attract a crowd by off ering a free copy of their book. Th e bookstores and coff ee shops are happy to cater to customers. You attract potential customers who may have never walked into the more sales-like environment of your offi ce. Plus, it’s relatively easy

to organize with the bookstore, and they will help with promoting the event.