One day in high school, students got word that the lockers in the gym locker rooms would be replaced.
We were happy to hear that — after all, the lockers in the gym were old, rusty and moldy. Some new lockers in the gym was a good start in the long-expected renovation of our school building.
I had gym class the same day of the arrival of the new gym lockers.
The “new” lockers were used.
We collectively rolled our eyes at this “upgrade” to the gym.
In class, I heard some students complaining to our gym teacher Mr. Brown about the used new lockers. Mr. Brown had a pithy and quite practical rebuttal for the students.
“They’re new to us.”
For all product creators: look at the stats for one of your best-selling “old” products. Something that you released to the public at least a year ago (yes: a year-plus ago classifies as “old”).
Note how many people have purchased it.
If you create content, pull up your most popular article or video. Note the number of views on that content.
Now, let’s consider that there are some 7 billion people on the planet. And to be conservative, let’s say that only 5% of them would ever be interested in you or what you offer.
That’s 35,000,000 people.
Now, subtract your sales / views number — of your most popular product or content — from that 35 million.
That number is probably more than zero.
What this means: what’s old to you is new to a whole population of people — people who’ve never heard of your product or content. People who likely don’t even know that you exist.What this means: what’s old to you is new to a whole population of people — people who’ve never heard of your product or content. People who likely don’t even know that you exist. Click To Tweet
Not saying this to make you feel bad about your promotion skills. This is to wake you up to the vastness of the wide world available to you and just how little of it knows of you.
Your old stuff is the new thing that a bunch of people need to see and hear and read about. NOW.Your old stuff is the new thing that a bunch of people need to see and hear and read about. NOW. Click To Tweet
If you’re a creator, understand that your job is not only to continue to create new things to put out into the world. It is also your job to keep spreading the word about your already-done stuff, things that most of the world (remember, that 35 million number is only 5% of the world population) knows nothing about — but they need to.
(It helps here if your content and products are evergreen and not time-sensitive.)
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#947: Are You Selling Yourself Short?
#873: It’s Your Right To Get Everything You Want In Life
#872: How To Accelerate Your Progress
#702: If Your Next Chance Was Your Last…
#701: Why You Can’t Sell To Save Your Life
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I still promote books that I wrote years ago. Because it’s new to someone every time I share it.