As much as we’d like our products do not work for everyone. In fact, for many businesses you need laser-like focus to separate yourself from the rest of the pack and find a market where you can survive. I saw this clearly this week as I was checking out a blog that had mentioned Glance. I’m always excited to find marketing and communications people that are interested in content to tell them about the Marketing Over Coffee library.
This time was a bit different, Anne mentioned that she can’t hear. Suddenly the value of that back library of audio content was approaching zero. The lesson learned is the same one we came to a few years back with the podcast – you need to test other channels to confirm you have the right fit. We got here when we saw that Podcast IPO was a phrase probably never to be heard.
We’ve been testing transcripts of more popular interviews (like the one with Seth Godin), eBooks like Chris’ On Heroes Project, and the Marketing Over Coffee Quarterly Report. (Now only 99 cents!) If you have any interesting stories about channel testing, please tell!