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Don’t know what product or service you should be selling? That’s actually fine, says Joe Pulizzi, founder of the Content Marketing Institute and author of the new book Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses.
“In most cases [early on], you don’t have the product or service right, anyway,” he says.
Instead, he recommends that entrepreneurs “flip the model on its head” and build an audience first, and only then figure out what to sell them. “What if you spent the time and understood the audience better than anyone else? It’s basically a future list of your customers,” he told me during a recent interview in New York City. “That audience knows, likes and trusts you more. And they’ll actually tell you what to sell [to them].” That means when you do start to sell, it’s a faster, easier and more lucrative process…
When You’ve Built an Audience You’ll Know What Product to Sell
