Sometimes, I think it’s easier to throw money at a situation, than it is to dive in and change it.
Wouldn’t it be great if a check on the table guaranteed:
- An effective team
- A perfect strategy
- A website that attracts attention
- A business that lasts
But the truth is, your money buys you access to people that have to be managed on some level. There are other actions that can have a greater impact than your check. I mean money talks, but when it comes to getting what you want out of people, there is more to the conversation.
As Joel Libava says in “What Do Today’s Fast Food Junkies Like?:
“It’s quite refreshing to learn that sometimes, it’s not about the price.”
Now, he’s talking about what some fast food customers are willing to pay when they receive great customer service. But it’s true for other aspects of your business as well.
Sometimes, it’s not about the price. It’s about the way you think.
Paying for Attention
In “The Cost Of Free Publicity: How Much Is Too Little?” Yvonne DiVita brings up the idea of paying bloggers for their time (but not their opinion). Instead of asking them for free reviews of your content, she suggests that you compensate them for their time. This way the blogger has a reason to pay attention to your contest, book, product, etc. Yvonne sparked a heated debate, but regardless of your stance there are other ways to pay for attention.
Paying for bloggers to support your product can also come in the form of affiliate sales. This allows companies to partner with bloggers to get the word out about your latest offer. The blogger promotes your product to their people (marketing for you), plus they get a percentage of the sale (incentive for them). To me it’s like running a store and filling your shelves with other people’s product. Everything that sales in your store benefits the creator of the original product, as well as the owner of the store.
In order for this to work, however, without subjecting your audience to mess, the blogger has to be dogmatic about aligning himself with products that match his brand and products that do what they say they are going to do. He also has to be transparent with his readers (the readers need to know that you’re an affiliate for that product — honesty and transparency goes a long way).
As for the product creator she has to (gets to) establish something that delivers (and over-delivers). She also has to deliberately partner with bloggers that have similar or complementary branding. But what if you can’t get your idea off the ground?
Funding Your Dream
If you don’t have a lot of money, but you do have the ability to change the way you think about your business, you can still find funding or feedback. In “Got A Big Idea? Crowdsourcing Websites Help Bring It To Market” Anita Campbell features two websites that can help you get your idea in motion.
Whether it’s a route you choose to take, it’s certainly a reminder that there is more than one way to tackle a mountain. Whether you go over it, under it or blast right through it, it’s not always about the price but it is ALWAYS about perception.
Two other quick funding ideas:
- Authors who sell sponsorships to help publish their books — all supporters are mentioned in the book acknowledgement pages.
- Non-profits who partner with corporations — the big company gets the publicity and have a very public heart, the charity gets the support.
Even the biggest obstacles hold some form of opportunity, depending on how you see it.
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